Now seems to have various meanings, like today, or recently, or this generation, etc.  The Now We Rhinos are pondering today is the instantaneous Now usually brought about by pain or surprise. The kind that makes your eyes bug out. The kind of Now you register when a crocodile bites your foot or you bash your head into a rock in an unforeseen way.

Those are times when Now really calls attention to itself. In the N-OW sort of way.