There was a marketing move a couple of years ago to try to make fishermen a little more relatable to the public in Japan. As part of that they introduced a wakeup service. The idea was that a fisherman would phone you from their cell phone out on the boat to wake you up. They had to give up the idea because it went viral and there was no way that the fishermen could handle the volume. But I think part of the appeal was that the fishermen would be taking time out of their job to wake you up. They would chat with you and ask you what you were going to do for the day, etc. So it made that same kind of social contract where you wouldn't dare go back to bed as it would waste the fisherman's time -- even though nobody would know.