The specific project I was evaluating had only gotten $800,000 out of the maximum $2m. Its strategy was to purchase the male students iPod Touches, the female students makeovers, manicures, and pedicures at a local beauty parlor, and all students were offered an additional iPod Touch or Makeover, respectively, if they passed the exam at the end of the current year.

Besides everything else, the iPod touch doesn't sound exactly like the kind of thing that already having one makes you more likely to want another. What the heck should I do with a second iPod touch if already have one? (Beside selling it or giving it to my sister, that is.)