I sometimes stay up past bedtime to watch a cricket match. Recently I was watching one, and there was a promotional advertisement. The punch line of the commercial, during Champion’s League football match, was sonamanahhai, you can’t sleep. The message jolted me back to reality, and I suddenly realized it was way past my bedtime. I shut the TV and went to sleep, assuring myself I could always catch the highlight of the game the next day on TV.