They didn't say companies were ready. They used words with escape hatches in them to buy more time. The anticipation of companies has bought them a month of players tolerating dead space. When companies don't come out this month to a significant degree, they know defenders will argue that SE never said they were ready for them, and the whole thing will blow over.

It's a pump fake, and it worked. You stopped tackling.

They know they can probably get away with stalling another month of real content with an Easter event. So that's what they did.

Don't expect companies this month.