If you're in any way sympathetic to research into the 'conspiracy' or 'truth' community you'll be aware that the deeper you step into alternative knowledge, the more harrowing it becomes. The world starts to look different. Your friends and family begin to seem different too. In short there's a psychological cost.

And yet it's not without some upside. The vague niggling feeling you have that something is wrong crystallises. For the first time ever you feel empowered to truly understand how the world works. That is the bit which truth researchers love. But the deeper you go, the farther you are from your old life.

In short, the pain of waking up is caused by the realisation that so many others are still fast asleep. We need to change this, so that everyone comes along for the ride, not least because the faster we wake everyone up, the sooner the the brave truth community can have normal lives again!