Well the world ending today may mean the ending of the world as we know it.
If a cure for cancer, endless fee energy, aging stop, a cure for all viral diseases, or the sudden pollution of all world water would be announced then technically it wouldn't be the end of the world but the end of the world as we know it :)
Peregrine has a few things on the table that could lead to one of the above announcements. Maybe give Jay a call and ask him at what time the world comes to an end today! After all he and Chris are sending out those PR's :)