I think it sounds like when the first time zone hits midnight, the servers go up. It says "When it is September 9th somewhere in the world...". They also say that retailers will release the game as each timezone hits midnight, but their servers as a whole don't care about timezones, and will be up when it becomes midnight in the first time zone. "Retailers will stick to time-zones. Our servers won’t know the difference. Retailers will break street date. Our servers won’t." Don't know about Digital though, but it's not relevant to me.