When does the SoM War Effort start?

[Asma-bloodsail-buccaneers]

Season of Mastery: The Ahn’Qiraj War Effort is Now Live!

[Season of Mastery: The Ahn’Qiraj War Effort is Now Live!] Heroes of the Alliance and the Horde, heed the call to arms. Soon, the war effort will begin, and the Scarab Lords will open the way into the depths of Ahn’Qiraj. View Full Article

Article says 3pm PDT which has passed.
Weird.