Imagine... you are lying in bed on a Sunday morning, looking forward to a day of solitude, maybe binge-watching Netflix, when an incessant knock at your door forces you to abandon your warm quilt. A delivery service hands you a package, which is strange enough on a Sunday morning. You open it and find an opaque disc and a card inviting you to participate in a focus group starting that very morning. Of course, you dismiss it as a prank, abandon all hopes of crawling back into