Many of our contests in the past have been like that, but we wanted to do this one differently so that everyone could have a more fair chance, regardless of which time zone or part of the world you are in. As an example, 11:00pm EST equates to VERY late in the UK - and would make it very hard for someone over there to participate if you had to order within 2 minutes. 24 hours puts everyone on a level playing field.