Sleep deprivation used to be a badge of honour: a sign you were busy and important and very much in demand. Snoozing was losing and sleep was for wimps. Now, however, Arianna Huffington’s The Sleep Revolution, a 'call to bed' that promises to transform your life “one night at a time”, is a New York Times best-seller and Huffington is urging people to “sleep their way to the top”. Meanwhile, the sleep industry has woken up big time and a whole range of start-ups are reinventing where, when and how we sleep, as well as how much we’re prepared to pay for it. For the more upmarket snoozer, luxury hotels are offering “sleep retreats”; more than $1,000 gets you dinner and a movie about sleep. And, if you’re staying home, you can upgrade your bedroom with everything from a mattress cover with a sensor that tracks your sleep ($249) to a brainwave-monitoring sleeping mask that lets you nap more efficiently ($299). Sleep hasn’t just been corporatized – it has infiltrated corporations. A number of companies already have nap pods and Huffington predicts that nap rooms in offices are going to become “as common as conference rooms“ in the next two years. So, how did this happen? How did sleep, something humans have done since long before Huffington awoke to it, suddenly become so fashionable? Getting enough sleep is a natural fit for the sort of lifestyle in