Blizzard gear store early?

The official blizzard gear store popup says “Countdown to midnight in the blizzard gear store… will you be ready when the clock strikes zero?” it has 12 minutes to go as of writing.

Indicating it intends to launch a new wave of merch possibly at 12pm eST?

2 hours prior to the official gamescom stuff…

I mean, if people are bored anyway you might as well give them something to shop for.

Yep buncha xalatath stuff for sale 2 hours before announcement.

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Where I see nothing new in my blizzard store?

Xal’atath foot pillows?