Interesting comment they have towards the end about "targeted memory reactivation can disrupt sleep".
It is important to note the study they are referring to is "targeted memory reactivation with sleep disruption", there are methods of doing targeted memory reactivation without sleep disruption.
I work in neurotech/sleeptech as the founder of affectablesleep.com, and though we are mostly focused on slow-wave (deep) sleep, we have been looking into memory reactivation, lucid dreaming and other stimulations for additions.
Sorry for the off-topic, but I was curious about Affectable so I opened the website. I saw it's very thin and light and comfortable, but I struggled to find out what "it" is and what it does for me. It's kinda buried.
I was interested enough to click through the different links in the footer. And just as I reached the purchase page, I see that it requires "an iPhone running iOS". Unsure why it requires an iPhone; and no info on a timeline for iPhone-less customers. But that immediately rules me out as a customer.
I feel like the landing page would be a lot better if it started out focusing on what it is & how it can help me.
Apologies again for the unsolicited advice. Just wanted to share my impressions in case it's helpful.