Honestly, it's a good time. Bad for me, but, at 8 PM PDT, it's not so bad, especially on a weekday. Normaly, people should be getting to bed or winding down ready for some sleep, so it's a good "Natural" time. But, for most others, it's kinda right there in the middle of happy fun time of gaming.

Also, since it's all world, I'm guessing it's through the head department scheduling so, it probably suits them more. Usually how it goes honestly.