Pretty much since I started playing again in '10. Go to about page 6 or 7 of announcements section and you will see the announcement for last year. Ran from noon Friday to midnight Sunday. Looked like they gave us several days notice too.
If we dont get double exp my thought is they wanted to avoid pissing off the progression servers as I suspect they definitely would not get double exp. Give it to the regular servers and not them and I am sure another massive complaint thread would start up. Not holding out for any bonus exp though since they announced something even better.. something so wonderful... wait for it.. wait... wait a bit more.. DOUBLE FACTION! AND THE CROWD GOES TO SLEEP! MASSIVE CHEERS OF SILENCE! Seriously give the peeps double exp. I am maxed out on aas on my toons but many are not.
In their defense, every time we have double experience there are threads complaining about that too. This late into an expansion anyone that is current should have maxed experience long ago. Now what most people ask for is double rares, some for double faction, and others who have been asking about the next bag sale. Why faction? Probably for PoWar progression which is largely locked behind a lot of faction work. With nothing to do for months many people have returned to PoWar to finish it. Oh look, threads on the forums about people have problems with... PoWar progression quests! Why go to PoWar? It is where one of if not the best (Naggy Aug) shield aug drops and several other very useful items. I bet there are fewer people with that done than those at max level and AA.
Double experience brings people back to the game. People gone will load up and try again. Has happen to me and many of my friends. I know a lot of people are maxed exp, as I am and I play off and on a lot now days, but many people have alts and enjoy playing with advanced experience. I would think with having popular big bags in the Marketplace a weekend of double experience would be the line that would bring more people to log in and possibly purchase from the store. When double experience comes around the server traffic normally picks up and is noticed by the players.