TW gives an advantage to teams which are primarily well west of their opponent.
e.g. if guild 1 is located on one side of the earth, and guild 2 is located on the opposite side,
assume the war starts at 6AM for guild 1 (6 PM for guild 2).
Then guild 1 will do most of its activity during the ensuing 17 hours.
Guild 2 will likely have some initial activity, then a gap while people sleep, then they finish up during the time when people in guild 1 are likely to be asleep.
So guild 2 has a pretty good idea of how many banners they need in order to win.
(If it is unmanageable they can call off attack early. Or once they have a handy margin, they can likewise save time.)
If the TW start time is always the same, then those who are west of it will never have this advantage.
Having the start time vary from war to war would mean everyone would have a chance to be just west or just east of the line.
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There is no easy solution and we can and should hope that time zone effects even out over the next iterations.
The Americans in the other guild probably do most of their playing during work and are jealous that you had a full day of work in which to play while they had to give up their precious weekend time.