Yes, but psychologically it _does_ matter which side you call the baseline. Loss aversion is a real thing. People _hate_ losing a thing they have. So if you ma

Yes, but psychologically it _does_ matter which side you call the baseline. Loss aversion is a real thing. People _hate_ losing a thing they have. So if you make parking a reservation system and then give a $300 credit to all employees who don't make a reservation you'll get much less blow-back than if you raise everyone's pay by $300, and then charge $300 to reserve parking. I think saying it's "just" a psychological difference really undervalues that aspect. After all, the goal is to create market efficiencies _without_ upsetting people. Solving the psychological problem is really the key to keeping people happy with the new system.