I understand it so it makes sense but it is arguably not sensible - if I have a buyer in the UK looking at my Auctiva store and they see an auction ends at 2:30am on a certain date, then they are not going to expect the auction to actually end at 10:30am. I know that folks will ultimately look at Ebay but it don't feel right.
That aside - I love the store window gallery, depsite the limtiations.