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That ^

When is a good time to Deep Strike if not on turn 2 (or 1 if you have the capability)? Why would you hold back from deep striking on turn 2? When is the moment you decide 'x' unit needs to really come in here.

You don't get to chose.
On turn two you roll for your reserves on a 4+ they are on, if you declared them deep striking, they have to. If they don't roll to come on, then you wait until turn 3 and then its on a 3+, if you fail, turn 4 is 2+ and turn five if they are not on, they come on automatically.

I don't know of anything that has the option of choosing not to roll to come on.

There are some things that allow you to modify reserve rolls negatively...

Wow... I feel like a nob. I guess I've been playing under house rules all this time... I feel so robbed.

I've always played that way simply because I was taught that way. Shame on me for not reading the rule for myself.