I live very far north. In the winter the sun is up for just a few hours, and in the summer it's down for just a few. Obviously, I don't want to follow the sun for my sleeping rhythm, and exactly nobody over here does.
Most of the time, I go to bed based on the clock. We use lots of artificial lighting in the winter, and window blinds in the summertime. I'd like to simply configure when I expect to go to bed, and possibly when I expect to wake up. With f.lux, I have to try to find a location on the globe where the sun matches my actual sleeping cycle, and hope that it stays that way (it doesn't).
I did notice that there's a new "far from the equator" setting in the latest version, but I don't understand what it does and how it's supposed to help. Just give me a schedule setting.