Only a tiny minority take the 'October' aspect of it seriously.
Overall though, there's a real awareness of the 100 year 'anniversary' and a somewhat heightened sense that 'something' is about to happen.
This last service year will no doubt report a 'healthy' increase in publisher stats in the annual report from this 100 year anniversary hoopla. We'll probably also see this again in the 2014/15 service report. But the sense of disillusionment and disaffection, already worsening, will start to take hold from 2015/16 service year onwards.