From a societal perspective, paying people to quit smoking is highly cost-effective, because the benefits of smoking cessation are so great. That’s one of the main takeaways from a new study by Louise B. Russell and colleagues. At the same time, the study also helps us understand why employers might be reluctant to implement financial incentive programs in the workplace, given their shorter decision horizons and the fact that the benefits may accrue long after the employee leaves the company.