Sloan thought that it might be worth it to stay up and online to check out an advertised midnight sale on BestBuy.com. “Midnight,” in the case of this sale, meant the stroke of 12 AM on the East Coast, or 11:00 in the Central time zone where Sloane lives. When 11:00 came and went with no sale, he called up Best Buy to see where the sale had gone. They assured him that it would start up at midnight in his time zone. That didn’t happen, either.