[38:46](https://www.youtube.com/watch?v=4POPay2sIr8&t=2326) - Time and time again,   it's been shown that if you replace a civic  desire to do something that's coming out of   collective restraint or some sense of duty  to the common good with an extrinsic motive,   namely money, the initial intrinsic or  moral reasons for doing that erode.   So, for example, a town in Switzerland was  asked if they would accept to be a nuclear,   I don't want to call it waste site, but if they  could bury nuclear waste in it. And initially,   something like 60% of the town said, "Yes, okay,  we'll do it." And then, the government said,   "Well, let's try and get that a little bit  higher as a percentage, and so we'll offer you also a financial reward on top of that."  And it's astounding the amount of people who   consented actually dropped half because you  replace the intrinsic good civil care with this   sort of carrot, if you will.