Doesn't it encourage them to get you off-track? Sure, but if they actually did so they would quickly lose customers. You have to trust that the system is helpi

Doesn't it encourage them to get you off-track? Sure, but if they actually did so they would quickly lose customers. You have to trust that the system is helping before you would buy into it. The service is based on the pain of losing being a more powerful motivator than the pleasure of gaining something new (when the reward and loss are of equal value). When I first learned of the bias (it is listed with a few similar motivational tricks in The 4-Hour Body) a very basic version of this type of service immediately popped into my head, I'm glad to see someone ran with it. I hope they're very successful, it is a cool project and kind of turns traditional income techniques on their head.