That's the question asked by this article in Wired. It covers not just pharmaceuticals, but also all the technologies and assorted products aimed at helping us all get a better night's rest. A snip:
"Sleep is the new sex." So says psychologist Arthur J. Spielman, associate director of the Center for Sleep Disorders Medicine & Research at New York Methodist Hospital in Brooklyn, New York. "People want it, need it, can't get enough of it."