 That's not going to cut it in coffee or medicine. There's a grocery store in my neighborhood, and it opens at 6 a.m. You know what's happening at 5.55 a.m.? The parking lot is filling up with people who have to be to work on time, and they're waiting for the people of the store to open the door. They can see it through the glass, and they'll walk up there at 5.59 every single time I go there. And by the way, I'm one of them.