I used to really like that guy... But I got a suspicion that sleep experiment may have been fabricated. There is zero proof beyond the blog posts :/

Seems lot a lot of effort for seemingly no return at the time.

Without evidence to the contrary, I'm unwilling to doubt him.

You're right, there doesn't seem to be much payoff for lying on that particular topic, especially at that time. Just my suspicion, nothing more.

Plenty of return from oblivious user traffic. You see all the self help crock being peddled at the bottom of the page? This article is like chumming the water.