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"Parents use it during those sleepless nights with a newborn instead of fighting the exhaustion. We accept that the phase is hard and temporary. Students, our students, they're back at school exam periods. Instead of being overwhelmed by stress. You remember those all nighters. They acknowledge that intense studying is a part of the process. We celebrated all nighters in midnight breakfast. The magic happens when you shift from I hate that this is hard to of course this is hard. What the fuck?"