This is obviously a daft (if effective) PR stunt so I won't dwell on it too much, but I would like to look at a particular quote that has appeared in a lot of the coverage around this story. The quote, attributed to Dr Chris Idzikowski of the Edinburgh Sleep Centre, is as follows:
There's plenty of scientific evidence to show that sleep starts at the beginning of the night when body temperature starts to drop. A warm bed - approximately 20 to 24 Celsius - is a good way to start this process whereas a cold bed would inhibit sleep.
"There's plenty of scientific evidence to show that sleep starts at the beginning of the night" - what exactly does this mean? If by 'night' we generally mean the time that we are asleep, then yes, sleep does usually start at the beginning of the night.
Here are a selection of sites using the quote or a version of it: