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You see, Valve is an AMERICAN company, and they do stuff according to AMERICAN time.
Individual timezones for sales will not happen.
It's the same with "midweek". Sure, "midweek" isn't such a clearly defined term, but it runs for multiple days as well.
Also, why should that be a problem? So they make sales a little longer than what the name says. Heck, they extended "daily" deals from 24h to run for 48h at some point.