Thanks to an error on Xbox One, Bandai Namco are dropping the DLC early.
It was a mistake that was nipped in the bud pretty sharpish, but it seems to have influenced Bandai Namco's decision to release the DLC earlier than scheduled. It's out today in fact.
In a statement to GameSpot, the company said, "Due to a logistical error, the Dark Souls III Ashes of Ariandel DLC was made available for download for a short period of time for Xbox One players.
"We have since corrected this scheduling error and the Dark Souls III Ashes of Ariandel DLC will now be available on October 24, 2016 at 3 PM PDT for Steam players and October 24, 2016 at 9 PM PDT for console players.
"We regret any confusion this may have caused to players and Dark Souls III fans; we look forward to seeing everyone within the world of Ariandel."
So that's 6pm EDT and 11pm BST for PC, and 12am PDT and 5am BST on October 25 for console players.
The DLC was initially set for release tomorrow, so if you're playing on console, unless you're up at 5am with no place to go, it's not going to make a huge amount of difference.