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$3 for ten minutes is way smaller than $10 for 1 minute.

When you think about how people respond to incentives, first consider the size of the incentive. Otherwise you'd be forced to conclude that, say, a $10,000 fine wouldn't work either, which is plainly absurd.

Exactly, that is comparing apples to oranges. In one of the companies I was in we started charging $5 for being late to a huddle or $20 if you were an exec - people took cabs to get to the huddle on time, because it was the fact that you had to pay, not the amount that motivated you. Cab was more than a fine.

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