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Turns out it was not a dumb question at all.
I've just spoken with Kirsty, who is the Sky Poker Social Media supremo. It's Kirsty who arranges those Tweets & sets everything up.
She said she had always assumed it was a 24 hour period, from 10am Tuesday until 10am Wednesday, which fits with your description.
However, it seems it is not defined in the T & C's, so she will rectify that now.
Kirsty asked me to pass on her thanks for pointing this out.
@TVSpice
No worries, & it will be added to the T & C's shortly.