Another example of how modern companies deal with time: Have you noticed that an item to be delivered by post/courier, generally gives a date anything up to 14 days in advance of when it arrives? Naturally, they have to allow for delays beyond their control in non-time dependent postal services but I had an item arrive today where (at purchase) they stated " Estimated delivery Wed, 24 Oct - Thu, 22 Nov " so that's a week early by any measure and they can claim extra 'stars' for things arriving promptly.
It's called 'Managing Expectations'.