Maintenance for the week of August 3:
• PC/Mac: No maintenance – August 3
• ESO Store and Account System for maintenance – August 4, 5:00AM EDT (9:00 UTC) - 4:00PM EDT (20:00 UTC)
I've been wondering the same thing. I thought it was supposed to start at 11EDT, about an hour ago. Tried restarting console and game but still shows regular prices.