As per an email regarding my subscription:

Dear LEGO® Universe Subscriber!

We are very excited about the live launch of LEGO Universe, the first Massively Multiplayer Online (MMO) Game from The LEGO Group, and hope that you are too!

Live play will commence at 10:08:08 AM EST on October 8th, 2010 so get ready to play!

Adventure awaits you…
The LEGO® Universe Team