Thank you for pointing that out, I will update it in a moment. I've written a dozen versions of this article trying to accommodate different readers, including

Thank you for pointing that out, I will update it in a moment. I've written a dozen versions of this article trying to accommodate different readers, including non-technical startup community. One of the main functions of NeuroOn is its alarm clock, which promises to "always wake you up in the best moment", which seems not to be true in ~31% of cases. When I used direct wording about "sleep inertia", my test readers with no background in sleep science just said "Meh, it's better than without the mask anyway, isn't it?". It's an honest mistake on my part, which only shows how hard science communication really is - and how hard is to choose a language in debunking bold claims.