There's no reason to be excited about it because Square Enix doesn't want us to be excited about it. They haven't even mentioned it since its initial announcement (December 19th) so they certainly don't want to have any big spotlight on the event. It's a closed opening ceremony exclusively for a few chosen japanese fans to celebrate the 30th anniversary, not an E3 keynote.
Remember that this is the same company that was hyping up the announcement of Spelunker Z. If they had anything noteworthy to announce, we obviously would've heard "something" about it. But we're now 5 hours away from the start of the event and it's still radio silence.
They also said they were going to say their plans like three days before they said the date, there really is nothing that needed to be said before the event, it was hyped a month beforehand. Also januray 31st? Something of substance will happen, maybe big, maybe not.