I imagine the Luna, in addition to being geared towards couples who want their sides of the bed at different temperatures, is also geared to people who don't sleep well who want to improve their sleep routine. The first thing any sleep doctor will tell someone with sleeping issues is that the bed should only be for sleeping and sex, and most especially you should never work at a computer or watch TV in bed. Of course, this sounds like it's not an issue for you, but for the target market of people who want to improve their sleep, using their bed just for sleeping is step #1.