It's the middle of the day at some places in the U.S., as well... If you didn't know, the time clock is a rather universal thing.
For me, it's exactly 0928. That's 9:28AM.
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From my understanding, Dan and/or Dave are the designers of their website. This means that it will go up whenever they feel like putting up. As Katie said yesterday, the twins are vacationing at the moment, so it may be a few more hours until they upload the final page.
Its 12:30 eastern time in the US, so 9:30 Pacific Time. I am guessing that the site is loaded at noon at Pacific Time. If Surfaced is as revolutionary as it is said to be, the extra wait time will be worth it.