The concept is still relatively new, but matches a cultural mindset that says, "if you want change, then show me the money". One of the directors of this program in Scotland stated the key as having to work with the smokers to come up with motivators that smokers really think about. For instance, many who smoke are poorly educated and in the lower income ranges. They think about money all the time. For them, smoking seems absolutely impossible to quit, so they resolve themselves to continue smoking, even though it costs money. Now say to them you'll actually pay them to stop smoking. What is going through their minds now? They get a little stipend and no longer buy the cigarettes. That's a double windfall, just in time for Christmas.