How is that pfsense is blocking? You state when you ping from the wan interface, so your on the pfsense interface or shell? Blocks are done on the ingress of the interface.. I would have to assume your issues is when your isp, connection between you and 72.30.38.140 not pfsense blocking.
Do a traceroute to see where your being blocked or connecting is failing.
Just to give an example of my point I blocked that same IP on my lan interface. Also keep in mind that not allow sites answer ping anyway.. but this one does.
Anyway so lan works, then put in my firewall rule and lan does not work. See the hits in the log where its blocked, but from my pfsense shell I can still ping it, etc.
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