Digital Marketing estimates that Americans see anywhere from 4,000 to 10,000 ads every day, which frankly just seems like too many. But that’s not quite enough for advertisers, who are always experimenting with ways to get us to see even more ads. And now, experts warn, some may be getting close to a disturbing breakthrough: hacking our dreams while we sleep.

At least one advertiser has already made the attempt, albeit pretty crudely. Coors encouraged viewers to watch a short advertisement before bed and then play a custom “soundscape” while they slept. The company said this approach would trigger “refreshing dreams” of Coors which would, in their imagination, encourage dreamers to make the purchase after they woke up.