Golden hour light is just the very best and most beautiful to work with. It is my favorite lighting situation by far and it is the time during which I get some of my best images. Also just before sun rises and as the sun is rising a bit is another window of golden light opportunity.
The reason these lighting conditions are so great is that while the sky itself is lit, the sun is at or near the horizon, and so the direct rays are dissipated. I remember having my first family photo shoot done, and our photographer had chose sunset for the time. The whole way there my husband was worried that it was too dark already. We ended up with beautiful images and they are some of my favorite photos to this day.
If you ever wonder why your photographer whats to photograph you only at certain times, keep in mind that the sun causes harsh lighting during mid day. If I don't have Saturday at noon available, it is most likely because our chosen location will be harshly lit at that time. Always trust that the right light will dramatically improve the images your photographer takes, thus making their job much easier. Can't wait to see you all at Sunset!