Yes, all time in server time, EST GMT-5 Time zone.
Oh and to those people reading this thread on it's posting date (October 13th), don't go looking for the quest and such tonight, as indicated in the first post the celebrations start on the 14th (which is tomorrow), there will be a reboot around morning or mid-day to add all this fun stuff (14th).
However, because I like to spoil, the rate increase starts now ^_^
