They're not just accommodating the US audience though. There are nine Western Hemisphere teams in this tournament; most of their games are the later ones. Also, they have to play four games per day because this World Cup is condensed this year (because it's stupidly in Qatar in the middle of most club seasons around the world), so they have to spread them out throughout the day. Finally, the TV times are much better in Europe than they are here.
If you're saying that we shouldn't play at 2:00pm in the group stage, then I have to disagree. There's no harm in having US games at that time as it doesn't affect TV times for any of our opponents except Iran. Those 5:00am EST games are being played at 2:00pm Qatar time. They could have started earlier, but that's not good for TV in Europe, and definitely not for viewership in the Western Hemisphere. East Asia is screwed for TV times, which isn't unusual at all for World Cups.
I stayed up at night and watched many of the 2002 games (didn't hurt that I was in grad school and slinging beers at a pub at that time). Definitely good times, especially because we made a great run in that tournament!