Yes I was thinking this myself when I saw Juve wearing pink in the tunnel. We are home we should be wearing black & white. The only reason I can think of is to do with sponsorships.
Depends what time of the year. Usually 12pm or 1am for the daytime matches and 4:45am-6:45am for the night time matches.
Let's see how many you watch when you have to get up that early or go to bed 3am with stuff on the next day ;)