If I worked for ATT and had been getting this question all day, every day, since the announcement a week ago, I'd tell people 3am, too. Just so I could laugh when they were sitting at their computers at 3am, wondering why they can't get in.
In fact...
Yep, 3am is the time! Everyone, wait just 3 and half hours on your computers, and it'll be time!
...and by the time I get up at 9, all the fanatics will be drooling on their keyboards and I'll get in without a problem.