Waking to the sound of a stranger’s voice at 6am might sound equally bone-chilling to quieter types. But Wakie CEO and co-founder Hrachik Adjamian told TechCrunch that the exercise is a dose of good medicine: It wakes the mind, forcing a person to think and put effort into talking. That is, if you choose to respond—Wakie told TechCrunch it’s addressing the fact that sleepers often don’t answer, which sends the stranger straight to voicemail.

The awkwardness probably applies less to younger generations, who are more inclined to trade privacy for social connections. The average age for Wakie users? Twenty-six, its cofounder told Quartz in an email.

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