A little over 30 years ago the NY Subway system first introduced the MetroCard. Thus began the decade long process of phasing out subway tokens.
I remember that my aunt was adamant that she would not switch. She loved the subway tokens, and the fact that they were actual physical tokens. She could just look at them to know exactly how many rides she had bought.
But then somebody told her that if you buy 10 rides with your MetroCard, you get an 11th ride for free. Upon hearing that, she immediately switched to MetroCards, and never said another word about it.
I think there is an important lesson here about incentives and human motivation, which is worth a deeper look. More tomorrow.