The season starts 30 minutes after the xpac... for some reason.
According to WoWhead:
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Diablo 4 Season 13 Lord of Hatred Overview - Release Date, PTR, Theme, and Changes
Season 13 Lord of Hatred introduces the Warlock class, War Plans, Echoing Hatred, Skill Tree Reworks, the Horadric Cube, Talisman, and a Loot Filter.www.wowhead.com
Ok yeah, that's dumb.