Kicked in immediately
The marketing spiel says immediately, but 10:40 - 10:00 = 40 minutes.
This sounds like "it took us 40 minutes to sign up for a DDoS protection service and make appropriate DNS changes to route our sites traffic via it"
The trick is to sign up for these services before there is an issue, that way nobody notices when someone has a pop at your data centre as the service does what its supposed to - filtering out the bad traffic.