Trouble is, "late", "early", etc. are like "lunch time". For us that's around 11. For my friend, it's around 2.

And "ish" changes depending on the occasion. If someone says "Leaving Boston now, be there 6-ish", I'm thinking 5:30-7:00. If someone says "We'll eat around noon-ish", I'm thinking 11:45-12:15. If I say, "What time is it?" and someone answers "Three-ish", it means three or four minutes before or after the hour.

Late afternoon, for me, is starting earlier and earlier...