I believe Dan Ariely, the author of Predictably Irrational, had this idea about adding a gambling aspect to shopping. However, instead of going the Swoopo way and full on ripping people off, I believe the Casino way is the more rational thing to do. So here’s how it works. Say you’re running an online store that sells T-shirts. Say as a user I like a T-shirt that costs 20$ and click buy. I’ll then be taken to a screen that gives me the option to place, let’s say a 10$ bet. And here’s how the bet works: – 5% chance that you’ll get the shirt for free – 10% chance that you’ll get the shirt for a discount of 50% And like all Casinos, if you win, you get your bet back. So you pay nothing if hit the 5% and pay 10$ if you hit the 10% chance. Anything else you pay 30$ and walk away with the shirt. Sounds fun?