There are many examples to show that people will work more for a cause than for cash.

Ownership is not limited to material things. It can also apply to points of view. Once we take ownership of an idea — whether it’s about politics or sports — what do we do? We love it perhaps more than we should. We prize it more than it is worth. And most frequently, we have trouble letting go of it because we can’t stand the idea of its loss. What are we left with then? An ideology — rigid and unyielding.

The more cashless our society becomes, the more our moral compass slips.

individuals are honest only to the extent that suits them (including their desire to please others)

The experiments show quite clearly that, as you resist more and more temptation, you're actually more and more likely to fail.

While we somehow understand revenge on an intuitive level between individuals, I do suspect that companies, assuming that people are rational, completely miss and underestimate the motivation people have for revenge.