Queuing for a carwash at 8:45 on a Sunday morning. It’s a thing, apparently. Other people might run a marathon, or drive three kids to three hobbies, instead of, well… Sleeping. Why? Because they deliberately choose to.
As unlikely as some of these activities may seem to the rest of us, there is a crowd willing to go out of their way to achieve these very specific goals.
If you can create value, even though it’s a very peculiar value, subsequently profit from it, you (might) have a business (to consumer) model.
Cater that particular value to people who get out of bed early on a free day.