A Bright Light

Hooker's Evening Primrose, Oenothera elata.  Some really large blossoms, and, despite the name, they are blooming in the morning about 1/4 mile north of the FRC turnoff on Highway 70.  I love spotting them while driving 55.  It's equally dramatic to not be able to see them at all in the afternoon, even when you know exactly where they are.  Any botanists out there know what's going on?  All my field guides say they bloom in the evening, but they don't!