"When it comes to financial incentives, size matters. There are things that people will do for a lot of money that they'd never do for just a few dollars. The most devoted carnivore in the world might well go vegan if the tofu lobby offered him a $10 million stipend. And then there's the tale of an economist on holiday in Las Vegas. He found himself one night in a bar standing beside a gorgeous woman. "Would you be willing to sleep with me for $1 million?" he asked her. She looked him over. There wasn't much to see--but still, $1 million! She agreed to go back to his room. "All right then, " he said. "Would you be willing to sleep with me for $100?" "A hundred dollars!" she shot back. "What do you think I am, a prostitute?" "We've already established that. Now we're just negotiating the price."