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I can think of 2 options.

1. Benevolent option: the money goes to the website but it goes back to the user after a year, less a fee (the website will also earn interest for that year so you'd get fee + interest income). Not only do you help people stop procrastinating but you also help them with a saving program.

2. Devious option (and probably more commercially viable). the website takes the money but the website also runs a weekly lottery that pays out some fraction of the revenue collected.

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