Dude, in the mature world, you need to follow up on your promises. If they dont update eshop in 2,5 hours, than their promises stop meaning anything.
And btw, when youre stating that you will do smth during 3 days, and do it in the very last possible moment, thats always disappointing.
If you dont want people to flame, than you need to say it right. For example: that they will make a new release BEFORE THE END OF THE WEEK, or IN THE END OF THE WEAK or smth like that.... So that people dont wait 3 days straight for nothing.