Sure but for many (including myself) the store wasn't available until after 1:30pm.
Pretty obvious hidden queuing system in place, especially since all my devices (browser and app) "starting working" at the same time, when others were saying the browser option was available at 10 past.
Tis what it is, I guess their web server was managing loads, better than errors. The real failure was once in, the number of "error occurred" messages that were coming up, and the buttons etc froze which meant you had to start all over again, ie. the server still couldn't handle it even with the queueing.