Moses has been walking on this land for 40 years leading sheep with a stick in his hand and a destiny in his belly. Then, a common bush becomes uncommon, the land becomes holy, and the stick becomes the rod of God.
God doesn’t say that He just showed up to make the land holy. He says the land is holy and it is time Moses understood where he is and how to respond to what is in the land: “Take off your shoes, Moses.”