Why, OH Why, Does The Mint Do This?

I'm going to preface this rant saying that this has probably been addressed before, but if so, I don't recall.
Every year the mint seems to come out with a release that looks like it's going to be a quick sell-out. Release dates are on a Thursday at 12 p.m. ET. (Here comes my gripe.) This seems to be preferential treatment for the East/"Right" Coast. East Coasters have just begun their lunch hour while the rest of us working stiffs are in the midst of our work day.
Could they not schedule releases for the weekend, or better yet at say 9 p.m. PT, so those of us on the left/"wrong" coast could get some reciprocity? I realize this is a no-win situation for the mint, as someone is always going to be unhappy.
By the way, none of this applies to me as I'm 75, retired, and somewhat of a crotchety old man who enjoys complaining. (Hey, you kids, get off of my lawn!)