The calendar has moved up because all top schools need to keep up with what their competition does. Recruiting coaches have learned that if you catch the players young and the parents before they have really thought about colleges, you can simply steamroll them.
This is especially true with local power programs where the player has probably gone to camps, watched games, etc., and made a true "personal connection" to those local coaches. The coaches leverage that "personal connection" into a verbal commit when the player is in the 10th grade.
Unfair to the players and families in that the "market" at that point is not a true "fair market." (A willing buyer and willing seller each with perfect knowledge of the market and neither under any compulsion to buy or sell.) The field is strongly titled to the schools and away from the players. But that's the way the recruiting game is played now.