An increasing number of couples are reportedly crediting the 'Cinderella rule' for enhancing their sex lives.
The concept basically takes the age-old notion that intercourse is at its most impactful when spontaneous, and throws it out the window.
After all, this idea is all well and good, until you have a full-time job with overtime, extra-curricular activities to attend, two kids to look after and elderly relatives to visit.
Men might be able to 'get it up' any time they want, but for many women, unpaid care-taking, decision fatigue and housework are real issues that could seriously impact their sexual appetite. There just aren't that many hours in the day!
The 'Cinderella role' argues, however, that planned sex can be just as playful as intimacy that unfolds 'in the moment', and can actually benefit a person's relationship in numerous other ways.
Some part-takers have hailed the rule (Getty Stock Images) In the same way that the fairytale princess was restricted to midnight to enjoy her time at the ball with Prince Charming, the practice also describes setting a 'cut-off point', after which intercourse is off the table.
Before you come at us with claims that pencilling intercourse into your calendar removes all the fun, according to several part-takers, it does the opposite.
For many, taking a portion out of their busy schedule for some 1-1 time with their partner, the sheets didn't feel like a military mission.
It felt like two people letting one another know their burning passion for one another still stands, despite them being rammed off their feet, and yet, maintaining their boundaries.
It may well be that a person requires eight hours of sleep to be able to function the following day, and so their cut-off point might be 10.30pm.
Alternatively, Saturday mornings might be the only slot a busy gym bunny has free across the weekend, so they might rule these few hours as reserved for a romp with their other half.
Setting a cut off point for sex could actually aid intimacy (Getty Stock Images) Reserving a block, or setting a cut-off point, doesn't mean that sex is limited, just that it's guaranteed.
Sex and relationships reporter, Alice Giddings, recently wrote for Metro: "It’s worked wonders for my partner and I, because although we enjoy being spontaneous, we can find it a little tougher when we’re going through a particularly busy period.
"There’s also something about the anticipation that makes it quite exciting."
She recommended: "Simply set a cut-off point in your head for when intimacy will no longer be on the cards – this way you don’t have to worry about being exhausted the next morning.
"My 'turn into a pumpkin' cut off is 10:30 p.m., and ideally this is when it’ll be lights out and off to snoozeville. This means my cut-off for intimacy starting is 10:10 p.m. latest."