I see that this discussion has basically turned to bashing the results based on the idea that we make our own results when we do experiments by the very fact that we are doing the experiment.
As a meson spectroscopist, I have to take a moment to stand up for KEK and Fermilab and all the collaborations out there involved in hadron physics. I have reviewed the author's writing, and also the pre-publication of the Belle Collaboration, and I find that X(3872) makes just as much sense as any other particle found so far in the charmonium model. It follows the pattern of charmonium lifetime and decay, and it comes from a decay that is already well tested. If anything, X(3872) is merely a bound state of DD* (a psuedoscalar D-meson and a vector D-meson), which explains its origin (decay from a B+ meson; namely B+ --> K+ + X(3872)), its decay mode (into pi+pi- + J/psi, a vector and two psuedoscalars), its decay width (extremely narrow due to hidden charmness), and its mass (3872 MeV; the D + D* mass combination adds up to 3871.2 MeV, making the DD* composite beautifully exact with some marginal bonding energy to spare). These kind of results don't make themselves up, especially when all you are looking at is a histogram of the decay products after-the-fact, which in this case showed a particular spike at 0.775 GeV in in B-decay invariant-mass plot.
I am looking forward to reading the full publication when it comes out. I think that this will not lead to a change in the Standard Model, but rather confirm an old theory that mesons with heavy-quark flavors will form bound states that act as mesons themselves, such as the a0(980) and f0(980) scalar mesons are sometimes speculated to be (in their cases, proposed as KKbar bound state candidates).