What's going on in Xinjiang?

This story was the top above-the-fold headline in today's Washington Post, but I still feel like the goings-on in western China are not being given much attention (especially in comparison with the utterly ridiculous Michael Jackson boondoggle happening now in Los Angeles).  I read a couple of interesting articles and analyses in the Asia Times, but please sound off with better sources.  Is this a big deal, or just another brief spark of unrest the Chinese government will sweep away?