I hope that both sides of the equation matter. Time zone where the game is played matters for the players and home team fans. Would also hope the TV folks heavily consider game time for away team fans. On the surface playing an 11pm ET kickoff for many Rutgers fans doesn't seem in their best interest.Game is being played in the Pacific time zone at 8pm. Saying it is one hour from being played on a Saturday is factually false. If you use that argument, a person watching in London could already state that it is being played on Saturday. Just because Rutgers is in it doesn’t change the fact that the game is being played at 8pm local time.
But who knows. Things get started later on the east coast, so maybe its a good time for the Friday night drinking crowd (18-35 yo) demographic. The game will be shown on FOX OTA, so could be FOX feels they will get a lot of football fans to stick around and watch after the early MLB World Series game. So we'll see how ratings end up.