From oldboy's post just above, I have created the following mnemonic device (hope it's near accurate):

те / перь /||/ сей / час

such / now /||/ this / hour

I'm mentally picturing "те" as being something like "so" or "up to", giving the whole word a sense like English "and now" or "so now."
And "this hour" clears up сейчас for me. Like "at this time."

Thanks for the explanation. Very helpful.