Define
An external event (a shutdown, a deadline, a migration) becomes the reason to act this week.
Mechanism
Calendar shock. Unlike scarcity-close (our limit), this limit is in the world. We point at it. We do not invent it.
Verdict
The event is real and the reader's inaction has a dated cost.
Don't
We are inflating a non-event. Borrowed panic from the news cycle wears off in a day.