Faddish fashion rewards can and do regularly overrule common sense. When I taught college in Minnesota, I well remember my surprise at seeing students wearing jeans with holes in the frigid midwinter. Brrr. The celebrity who got this one started has a lot to answer for! The style has been passé for years, which is some reassurance.
But then, no one said that rewards have to make sense. And no one said marketers couldn't try to make weird things desirable. They can and they do.
And we do too. On a more everyday basis, consider the effort we go to to get others interested in what we like--that is, to change its consequence value for them. (If they come to like it, that's rewarding for us.) It might be something unusual, or it might just be a new movie. Know people well and you know exactly what approach has the best chance of working. After all, you've seen what works for them in the past.
You might even be able to convince them to put holes in their jeans.
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