[nibnib]

>We've turned sleep schedules into a morality play, where waking up at 4am is somehow impressive and virtuous while waking up at 10/11am is slothful (even if you spent all night getting lots of work done).

This is nothing new, it makes perfect sense if you consider that sunlight was once the main form of illumination.

In the modern sense it still makes some sense as many businesses keep hours similar to 9AM-5PM. Any time regularly spent asleep in that window is wasteful if you rely on anyone or anything on that schedule (or they rely on you).

You need to live something of an "outsider" lifestyle to make this work, and that still isn't practical for a lot of people. I did it for quite a few years and found I was also rushing if I need to run an errand like going to a bank in person.