"Unfortunately, too many well-intentioned products fail because they feel like “haftas,” things people are obligated to do, as opposed to things they “wanna” do. Schell points to neuroscience research showing “there are different channels in the brain for seeking positive consequences and avoiding negative consequences.”
"When faced with “haftas,” our brains register them as punishments so we take shortcuts, cheat, skip-out, or in the case of many apps or websites, uninstall them or click away in order to escape the discomfort of feeling controlled."
[1] http://www.nirandfar.com/2013/07/why-behavior-change-apps-fa...