Why can't other MMO's do it like EVE Online?
They have a 1 hour maintenance every single night! It is never annoying because it is a fact of the game and always expected. In fact, if they have nothing to fix or alter, the server gets a few reboots and then is back 15-20mins after the maintenance started.
When they release expansions they normally extend the 1 hour to roughly 4 hours and any side effects of the expansion are dealt to in their normal 1 hour downtimes.
These downtimes never affect anyone because they are what essentially is considered a game mechanic.