Here's my assessment after reading the memo and the posts.
The effective date is when things change. Existing bookings will not be affected. However, if you re-fare after June 29, be prepared to lose the double-dipping, so I would factor that into the financial analysis. New bookings after the effective date are impacted. Also, anyone with an existing booking who doesn't apply for benefits before the change date will be affected.
The big impact is the MOBC, and it should be being applied automatically to any new booking once setup - unlike SOBC where we have to apply every booking.
I realize it has not been made clear, but it does seem that Person A can claim and get MOBC and Person B can claim and get SOBC. However, anyone reporting that their applications are working now, don't indicate the future since we are still prior to the change date of June 29.
I imagine we will see some sort of PCL announcement, but they won't be trumpeting from the roof tops when it is bad news.