People are countering the complaints by saying "Set an alarm!"
Not that I think the whiners are correct but:
(A) The last thing these people need is less sleep
(B) The day I set an alarm to wake me up in the middle of the night for a chance at saving three bucks on a video game is the day I need to seriously re-evaluate what I'm doing with my life.
Seriously, that's the sort of thing they make TLC shows out of so normal people can point and laugh.