Taking it literally, I would say it should be available when the stores open on the 11th. If it wasn't going to be available until 6pm, they should/would have said something. Last time, 6pm was mentioned, and it was made into more of an event. Maybe since this time it is going to take longer for each customer (in store activations required) they feel that it's better to not have a specific time, and for it to be spread out a little throughout the day. Could you imagine EVERYONE being there to buy at one specific time? It's already going to be very busy, but that would just be chaos.