Well maybe the most successful people do get up at 5am, but then what? Do they have staff that makes their food, tidy their house, do their admin, look after their kids, sort out their clothes, whilst they write books about how wonderful they are.
Presuming you equate successful with being rich, it’s just another way to make little people feel like their lack of extreme wealth, or any wealth at all, has always been their own fault and if you had just got up at dawn the capitalist society of winner takes all wouldn’t exist.
I am up at 5 this morning - nothing exciting is going to happen, I will not earn more cash because of it, I am just an early riser that’s all. And like (summer) mornings when rest of house still asleep. Most if the village actually. It’s peaceful. Which is rarer in this noisy world, last thing I want to do is fill it with pointless go-get-em supposed activities, I predict you would feel even worse when the success still failed to roll in.
They probably want to convince people to be awake more so you can consume more as asleep people don’t consume and that’s no good for them.