Friends of mine have a 3 week old baby. They have read a certain book (!) and are trying to get their 3 week old newborn baby to follow the routine. She is only allowed to sleep at certain times during the day so when she starts to fall asleep when she's not supposed to, they strip her off and drop cold water on to her to keep her awake They won't cuddle her just in case she falls asleep when she's not supposed to and when it is nap time, she has to go upstairs to her cot.
I just think they are missing out on so much I found the newborn stage really really difficult but getting newborn snuggles was one of the things that made it bearable.
They did the same thing with their first dc and, whilst it did work (they slept through from 8 weeks), I just think its a huge price to pay.
They are good friends and I would never say anything to them. I know its none of my business. It still makes me sad and amazes me that some people are willing to pay such a high price for a decent night's sleep ...