Webkinz: Down and Out Again

I'm pretty understanding when web applications require maintenance.  I'm all about the maintenance window, and knowing that you eventially you will need to do something that's going to be customer impacting.  What I can't figure out is the frequency in which some sites require said maintenance, and the screwed up times that they choose.

Webkinz is down again this morning, 7:39 EST. Prime kid usage time.

Why wouldn't they do maintenance after midnight?
No wonder I am hearing kids screaming outside this early.