I tend to stay up late, not because I'm partying but because it's the only time of the day when I'm alone and don't have to be performing.
Just because scientists have the knowledge to do it, the technology to do it, and some may even have a financial motive or other incentive to do it, does not make it right.
That something extra, I believe, is a certain humanity that comes from upbeat and positive human interest letters and success stories. Advertisers like to be associated with those qualities.