Are you starting an asa team or responding to my critique of worlds? I'd play asa whenever, but I don't think you should start at 3 on Friday for a 25 team tournament that has it's championship game on Sunday. They moved the major to Berliner and that spread us out. I wouldn't have minded 8 at night Friday, but I had to take off work and we had some guys that couldn't.
I know you can't make everyone happy, but they don't seem to be trying to do what is consider fair or consistent. If they're making the decision that is best for their wallet on a week by week basis that's fine and they're right, but be honest about it. Don't piss down my back and tell me it's raining.