My guess is that they just don't care, like wedding flights, chatty pilots, fat people elbowing you from the middle seat, non stop talking from strangers who just met and need to exchange life histories at top volume, seat kickers and tray table pounders.

If you have the gift of sleeping anywhere, I guess this won't matter. I don't and I'm very fortunate when I get 20 between take off and when the drinks get delivered.

Its a publicity stunt at best.