Sending it in waves, yes, totally agree, though going from JP to NA and missing out EU (who are all up, awake and checking their mail constantly) is stupid. They *should* have released the keys a couple of days ago, so people could enter the keys into mogstation and be prepared when 3.0 hits, as it is now, there is 47 minutes till 3.0 starts, that is 47 minutes for hundreds of thousands of keys to be delivered, and hundreds of thousands of people to take down Mogstation so no one can enter their keys.

If they could have entered the keys a few days ago, with the content not unlocking until 3.0 actually officially starts, that would be the best solution, but nope, can't actually do something sensible.

/edit - not content, bonus items etc.