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Could be where you live or what country you live in. Release times on games in general are dependent on basically where you live in the world. For example, sometimes some countries get games earlier than other countries due to the time change difference. Like the international date line.
Certain developers may of set it at a different time depending on the game. They tell steam usually when to release their game in pre-load or fully. Not sure if this effects all games though. it is up to the developers of each games to do this though. Again, not sure if steam has a "default" time to have game developers to release games at.