“In the dark, in the quiet, in the lonely stillness, the aggrieved struggle to rescue sleep from vigilance.” This arresting sentence introduces a new review of insomnia in Behaviour Research and Therapy that addresses a troubling fact observed in sleep labs across the world: poor sleep is not sufficient to make people consider themselves to have the condition… and poor sleep may not even be necessary. The paper, by Kenneth Lichstein at the University of Alabama, explores the implications of “Insomnia Identity”: how it contributes to health problems, and may be an obstacle to recovery.