People seem to miss the point of being at the store at midnight just to "play before anyone else". In some places there are contests (not related to sc2 per see), maybe people go in some costumes, maybe you get an extra freebie or heck even talking to a group of people that have something in common. If you are the type of person that talks to no one, has no feelings, then yes buying the game 'hours before everyone else' isn't mind blowing.
I'm the type of person that actually wants to do something different. Why just settle to buy the game at 5pm next day and go to the store and feel like a normal day when I can go to a special release and enjoy it