Time Zones and Events

There is something that is truly evil about having to set an alarm for 4am to play an event and then miss it anyway because you sleep through your alarm. This is just my issue with the PST. I'm sure others are having similar issues. A friend in England is going to quit the game basically because of the time zone, and his work hours. So is there a better way to manage the events so more people have a chance to collect the event items that they need to continue with playing the game. Perhaps have events be an all day event instead of just for a limited hour or two. Or add an extra hour or two as the event is going on. I'm not sure what the right answer would be for you as game developers but there is an uneven advantage to living in the "right" time zone and everyone else has to adjust to play. What about staggering time zones weekly so each time zone gets a chance.