Well an unfortunately large portion of the population doesn’t have empathy and/or is subject to mis/disinformation all their waking hours. Their neighbor freezing should have paid or prayed more. The women and children dying from bad maternal-infant care same thing. Timing in this sense means things that actually affect what unempathetic and misinformed people care about and you can’t hide from which are the price of gas and groceries because it hits them in the wallet every time they pay at the store.