I don't think it being at Tynecastle at 12.30 would make any difference, as it still means everyone leaving at silly o'clock in the morning. We'd only be able to fill Tannadice, Dens or even McDermind Park at that time of day, and then it'd be unfair on the QoTS fans.
It's just a shit time, but both teams make more money from Sky, who I'm pretty sure assumed it'd be a Celtic v QoTS final, and it doesn't take that long to get from Glasgow to erm....Glasgow!