This is pragmatism at work. It's also recognition that the way we consume sport has changed and although the Kiwi hospitality industry would love the injection of punters watching the match on a Saturday night, if we want to watch the All Blacks we still can, even though for most, the experience will leave us a little bleary eyed at work on Friday.
We are so used to having access to so many events on so many platforms, live as they happen, that taking in a game at a less-than-sociable hour won't break the sleep bank for the most ardent fan.
The scary part of this is the acceptance from Rugby Australia that even with the drawcard of what was once the most feared team in rugby, playing for a long-contested trophy, isn't enough to go toe-to-toe with NRL or ARL.
So, Thursday night it is and in a city with the population of New Zealand, it's worked well, with the ground selling out.
It could be framed as the biggest scheduling balls up in recent rugby history, but Rugby Australia will happily count the gate receipts. The interest to me lies in screen engagement across the board. If it's successful, will that be enough traction to see more midweek exchanges?
The kick-off time could have been more Kiwi friendly, but it's not like it's unusual for Kiwi fans to get pineappled like this, our schedule often leans to global demands. I'm sure all of us would prefer to watch our code in the afternoon, but international broadcast rights have kyboshed that want for decades.
This game will hopefully go down as an oddity, unless of course the All Blacks now famed inconsistency strikes, and then we'll remember it as the game that tipped the Bledisloe Cup toward the Wallabies.