As 12 a.m. Friday arrived, phone calls were phoned, text messages were texted, tweets were tweeted and emails were emailed.
The hands doing all that work belonged to Division I men's basketball coaches. The handcuffs were off.
Beginning Friday, the NCAA permanently lifted restrictions determining the number of calls, texts and social media private messages that coaches can send to recruits who have completed their sophomore year of high school.
All across the country, coaches burst into a tizzy.
That is, except Tennessee's Cuonzo Martin.
"I'm usually in bed by midnight," Martin said Friday morning.
Well before bells tolled at 12 a.m., Martin told targeted recruits that he would not, in fact, be calling them at midnight.
"I told those guys I'd call them in the morning," said Martin, who has four available scholarships for the 2012-13 season and one verbal commitment.
"Parameters," he said plainly. "It was understood. The key guys know what's going on. I'm not looking to wake anyone up at midnight just to give them a call."
The deregulation of calling and messaging was adopted by the Division I Board of Directors last October to help coaches build relationships with recruits and eliminate the countless routes used to snake around the old setup.
What Martin looks forward to the most is the elimination of tediously counting every call and text made to recruits. He said, however, the newfound freedom doesn't mean a free-for-all is imminent.
"With the key guys that we've been recruiting, we talk about setting parameters from the standpoint of saying, 'I'm accepting calls on Wednesday night and Sunday nights,' or whatever the case may be," Martin said. "You've got to set those parameters so everybody is on the same page. That way no one is getting bombarded."
In Martin's opinion, coaches need to tread lightly with the NCAA's restrictions lifted. The flexibility and breathing room is useful, but could lead some to become overbearing.
"How much is too much?" he asked rhetorically. "There are some cases where you're going to turn off a lot of players and then there are others who will like it. It will depend on who you're recruiting. It's a very delicate thing because you don't want to overdo it, but you don't want to not do your job."
Brendan F. Quinn covers Tennessee men's basketball. Follow him at http://twitter.com/BFQuinn