when to supplement with protein

I just got a jar of Syntrax Nectar.  I notice on the jar that it says the best time to supplement with protein is immediately upon rising in the morning, after intense physical activity such as weight training and prior to sleep.  Nobody ever told me that before.  Makes sense, I guess, just never have heard it before.  Comments???  

I suppose most supplements are for athletes and it's probably good advice for them.  But, we need protein no matter what time it is.  I am certain, as I have heard on this board, that having your protein in the morning is super duper good!