> It’s sort of funny that this ends up being a problem about incentives. As an industry, we spend a lot of time thinking about how to incentivize consumers into doing what we want. But then we set up incentive systems that are generally agreed upon as incentivizing us to do the wrong things

The longer I live, the more I realize that everything is a market, and incentives control it all. The reason you follow company policy most the time? You're incentivized to follow the rules so you get the raise, or at lease don't get fired. When there are competing incentives for different responses to the same subject, that's when you need to take extra care to realign the incentives. Trying to institute new behavior? You have to fight momentum, familiarity, and sometimes easiness. That often requires more than a few dictates.