Four years ago, Thomas Kafsack, a successful software executive from Germany, cashed out of corporate life and opened Surfing Goat Dairy on the slopes of Haleakala, the island's great slumbering volcano.
Yet even here Abrams manages to subvert standard form: the Enterprise is not hovering above the planet Nibiru's surface as it would have been in the original TV series – it is perched under the surface of an ocean like some great, slumbering intergalactic blue whale.
The argument betrays a touchingly naïve media bias - a belief that the American press establishment itself, that great slumbering watchdog, could be counted on to solve such a monumental crime, one that sprung from the very system of governance of which corporate media is an essential part.
"You feel amazing, like you could hit the sack and have the greatest slumber you've ever had," Wegman said.
The finished product skews toward Japanese club kid chic, but the coats are machine washable and, as the tag on one sleeping bag says, "They're great for slumber parties, nap time and travel".
With a crescent moon hanging in the evening sky, it was easy to conjure an image of a great city slumbering in the jungle.
This week, the University of Oxford and the online CBT programme Sleepio launched the Great British Sleep survey, the largest ever study of the nation's slumber.
The idea here is to take your mind away from whatever is feeding your angst, allowing for greater ease into slumber.
