or tax cut, here is the behavior we're going to see. here is the problem with that. lab experiments and research experiments on a small scale don't scale up very well. the reason why is people responded to incentives in ways usually often very, very hard to predict. the best and brightest people in government and policy, wherever they are, in education, can work as hard as they can with all the right intentions, come up with the right incentive scheme. you set it in the real world where there's an army of people looking out for their self-interest. they begin to game the system. i can tell you story after story of unintended consequences that government actions that sound great on paper backfire at least to some degree. >> that's the important thing about this book. the other thing, many of the incentives you write about in the book and we'll see in the movie are not about money. there are other forms of incentives. let me ask you one thing. in the previews, there was a pay for, pay what you want pricing scheme. anywhere from a penny to $100. in exchange you asked ticket