Contrary to popular wisdom, cows do not sleep standing up, but actually spend 12-14 hours a day lying down, even though their shape makes the position uncomfortable. Conscientious dairy farmers use beds of sand to adapt to a cow's contour, and since the late 1990s, a Wisconsin firm (Advanced Comfort Technology) has marketed $200 cow waterbeds, which are even more flexible. Waterbeds may be superior, also, because they're built with an extra chamber that makes it easier for the cow to lower herself safely. The founders' daughter, Amy Throndsen, told Huffington Post in June that her parents endured awkward moments starting the company: "Everyone … is telling them, ‘Don't do it. Don't do it. Are you kidding me? Waterbeds?' "