There are 24 hours in a day.  Friday announcement doesn't mean when you wake up in the morning. It could be morning, afternoon, or even evening time. The Sia team is based in the East Coast USA.

As for folks who are "concerned," you do realize you can directly reach out to the Sia team and community in the slack instead of wallowing in ignorance. You can ask any question you want to respectfully.  This is 2017 folks.