PANOPS says start the timing when first passing over the facility--- or words to that effect.
However, PANOPS also says make sensible adjustments to headings and timings to achieve the inbound track.
So, if a big turn passing over the facility means you have not made much progress away from the facility then starting the timing wings level is sensible.
All this was laid down when few, if any, of these holds had DME.
PANOPS fails to acknowledge DME but any sensible pilot would turn at 2.2 DME (or more in certain circumstances). And say 'I am increasing my timing' without mentioning why !