When Firefighters Don’t Fight - http://danariely.com/2010...
There are a few lessons here, one around insurance pricing/valuation by people, one around total costs of actions and inactions, one around doing what is the right thing to do regardless. The time to teach someone a lesson probably isn't when their house is burning down. I'm guessing they would have paid the $75 fee next year plus some. - Andrew Bowers