At press time, there are just over three more days to go so it seems NVIDIA will be rolling out its first Pascal-based video cards on Friday. It's unknown whether this will be a hard launch or a soft launch, but the latest rumors suggest real market availability won't happen until late May or early June.
NVIDIA had a unique way of announcing this website, they send a cryptic Order of 10 puzzle to several websites. Six editors had to work together to solve the puzzle to unlock the website. Gamers Nexus created a nice video of the box they received: