Yes, it's just 3.0, and it really is that busy.
Checking FSDJump events received through EDDN for populated Sol region systems (a subset of what the traffic report picks up, of course, but probably a reasonably representative one), that was before 3.0 release about 30-35,000 on a weekday. (And that's significantly up on what it was Dec 2016, where it was more like 20,000 on a weekday)
28 February it was 58,000 and it looks like it will be similar again today.