content: what's wrong?  If this isn't entirely rhetorical, I'll tell you.  Man likes bright lights. We invented artificial light and lights that we hold in our hands and lights on tvs and all sorts of lights are on when it's supposed to be dark. Darkness makes you tired.  These people that struggle to wake up, struggle because they don't turn off the lights at night and expose their eyes to brightness much past sundown.  Having gone between night owl and early bird multiple times in my life, snooze button to jump out of bed, I can tell you it's how you set up your system. If you allow yourself to stay in bed and snooze, you will. You have to set up the details in the system that allow success, such as turning off your lights or putting your alarm across the room so you have to get up to turn it off. Then have something to do when you wake up so you don't go right back to bed.  So simple answer: neglect of personal health and desire for bright lights (fun) keeps people from waking up.