How would you fix it?
No matter what timezone or time you do it at, the same issue persists.
If you go and base it on local time... well, how exactly do you determine where someone lives and what time it is? If you allowed this, people with the know-how could end up playing 23 hours 59 minutes early...
And this would be bad... how?
I have to admit, when I have a disc in hand, I expect to be able to play the game. That was the only reason I took the time to go out to Gamestop at midnight, is so that I would be able to play at least a little. Now, because of this Steam timing BS, I won't get to play the game I have here in my frakkin' hands until Wednesday. So, yeah, a little torqued off here, it's not a pleasant surprise.
Screw this, I'm going to bed. Some of us have jobs to go to.