A new type of pillow is being hailed as the answer to those afflicted by their own - or their partners - snoring.
Catchily titled the 'Snore Activated Nudging Pillow' houses a built-in microphone that when activated by night-time rumblings, inflates an internal air bladder.
... to this
The gentle raising motion is supposed to prompt the snorer to roll over or simply clear their airways.
The microphone's sensitivity can be adjusted to account for light or heavy snorers.
But what price can you put on a good night's sleep?