The store doesn't usually update until Tuesday at 5:00 pm PDT (8:00 pm EDT).
I'm not sure when it updates for the UK/Europe but maybe you heard about people downloading it from other regions or maybe it was Steam users downloading the PC version?
Actually more oftern than not it's later than that.
Customer Service - 1-800-345-SONY (7669)
Account & billing Support -1-877-971-SONY (7669)
Available Mon to Fri 8am - 8pm PST