How long for "Bloodline"?

Ok, I feel like I should know what it is... But I can't tell, remind me?

I hate to be a downer, but we don't totally know what Bloodline is yet, so don't get your hopes too high. For all we know, it's not Lore related at all. Could be the name of a Shurima themed sale or something similar.

I'm not saying it's not going to be something Lore related, but unless Jaredan suddenly appears in a topic and says "Yeah, it's Lore Related", I'm not going to stake my hopes on a big story or anything.

That said I really hope it is, because these are some good stories that deserve a good conclusion.