IMO, you would have been perfect on US sz 9.5 on the ZG's as I felt they are wider than the retro boost. Also, I think Matches only had US half sizes (UK Full Sz) no? how you ended up getting a US sz 10?
Usually, the store doing the collab have the most stocks and they allocate some for online stores. Other consortium accounts who sell the said store's collab does instore release first and then release leftover pairs online. I'm talking about the Consortium Tour collabs.
They did not call it friends and family sale this time. You just received a coupon to use for 30% off your entire order so if you have the coupon they will honor it. And as posted by the screenshot on earlier post, it's this weekend.