If it's not an update or fix for our gameplay we shouldn't have to suffer for your crimes... At least do it like at 3 a.m. Your time
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The time they chose is the most reasonable. It's not a weekend, so anyone getting up early is doing so for work/school. Keep in mind they have to consider the whole of the U.S., which is 4 time zones. If they did the server work at 3 am eastern like you said, people on the west coast would have the game go down at 11 that evening. That's a major bummer for people who have been working all day.