I experienced a roll back at approx 4pm EST as well. I had just spent the last hour trying to complete Lornars Pass, I had collected some rare dyes and other equipment, sold some etc.
Once I was done my exploration I tried logging into WvW. I was logged out and given some sort of error about router settings. I then tried logging back in, took a few mins to get it it allow me to log in. When I was able to get back in I was inside a cave I was in approx an hour ago. Upon further inspection all the Vistas, POI and Skill points I had discovered had turned back un discovered and all my items where gone and the ones I had sold were back.
So basically I was rolled back about and hour. I didnt notice if my EXP was gone as well.
So what are we supposed to do in this situation?