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Re:Uber Paid Hackers to Delete Stolen Data on 57M People by euyyn on Tuesday November 21, 2017 @06:04PM (#15752494)
It's in the book Freakonomics, when talking about economic, social, and moral incentives.

The day care changed what was a social incentive for an economic one, and then couldn't reverse the consequences: Not fining the parents anymore didn't reduce the number of late ones to previous levels.

Re:Uber Paid Hackers to Delete Stolen Data on 57M People by pilsetnieks on Tuesday November 21, 2017 @07:13PM (#15752995)
The story also appears in Dan Ariely's "Predictably Irrational" [1]

[1] https://www.npr.org/2008/03/31/89233955/dan-ariely-takes-on-...