It is absolutely true. I think I have read in the book "predictably irrational" that our brain is actually wired to separate social and economically beneficial activities.
If you mix money in we immediately change into our "do I get enough to do this" mode.
In a test they asked people to help lifting a huge sofa onto a truck. Most of the people did help.
Later on they reframed the question to: would you please help me with this for 1 dollar?
Most of the people left with grim expressions.
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It's definitely something I think the devs need to consider!