Humans are not perfectly rational actors, and will often make the "wrong" decision when better options are available. Especially when a given decision may not b

Humans are not perfectly rational actors, and will often make the "wrong" decision when better options are available. Especially when a given decision may not be bad individually, but adds up when a bunch of people make the same decision. In these cases, you have to not only incentivize the behavior you want, but disincentivize the behavior you don't want.