Wasn't it supposed to release at 12PM EST (13 mins ago) for pple without founders packs?

They said "approximately".

They have had deployment issues and have delayed the launch by most likely a few hours at least, it's on their twitter.

There is 2 factors here.
Maintenance
Launch

It is confirmed with founders not being able to play that maintenance will extend to launch.
They're just shadowing it with launch.

Cool thought i read it wrong. Will sit tight, see u all on