A true test of placebo effect must be one where you'd have a group who does not use a placebo, and a group that does! But then how would you study it blind?
Maybe a better (and possible) test would be to give everyone the placebo, but divide participants into three groups. One would be told they're given a real treatment, the other would be told they're given a placebo for the real treatment, and the third would be told they're given a sugar pill for no specific reason other than to see what happens.
1+2 would then tell you about whether or not knowing if you're getting a real treatment or placebo matters; 2+3 would tell you how much knowing you have a problem to treat in the first place matters.
It seems important to eliminate that possibility, because otherwise sleeping mask or not literally doesn't matter and it's just about doing something and the study is simplified to "caring about sleep improves sleep". Which can be totally true even if bollocks per western medicine tradition to date, but then the study should be about that and not about sleeping masks eh?
Disputed, especially how significant it is...
Not by this study about masks I guess