We have seen this movie before
chestergrant.posterous.com
chestergrant.posterous.com
Not to nitpick, but I think that "dont" shouldnt be in that sentence? The way it's worded incentivizes the trainer to make sure I don't show up. Without the "dont" it sort of encourages me to not show up because it costs an extra $10, but at the same time the other guy is going to be encouraged to get me to show up. Or maybe the analogy just doesn't work. I get your point entirely though.
I liked the article.
Also, I think the article is more about addiction to HN and not so much startup advice.