I'd never heard of this before. I absolutely stay up late on a regular basis after a long day of CEO-ing, parenting, etc. So, I can understand the dynamic to a degree. Though, my whole life I've had a complicated relationship with sleep and have always stayed up late.
That said, given the origins of this curated concept, I can't really shake the feeling that it's a subtle attempt to stigmatize the things people are doing to still feel human in an otherwise dehumanizing context (e.g. "996 culture"). With the end result intended to be getting people to sleep more, so that they're more productive/predictable "996" workers, not so that they can do less "996"-ing. However, I expect the narrative frame of it being an act of "rebellion" to be interpreted and internalized differently based on different regional cultural factors, so the stigmatizing effect may not be universal.
That said, given the origins of this curated concept, I can't really shake the feeling that it's a subtle attempt to stigmatize the things people are doing to still feel human in an otherwise dehumanizing context (e.g. "996 culture"). With the end result intended to be getting people to sleep more, so that they're more productive/predictable "996" workers, not so that they can do less "996"-ing. However, I expect the narrative frame of it being an act of "rebellion" to be interpreted and internalized differently based on different regional cultural factors, so the stigmatizing effect may not be universal.