Coffee shop owner: A large number of customers will pay at least the fair market value for a cup of coffee, even if there is no formal charge  Some will pay more than this out of appreciation of the trust that is placed in them  And our total number of customers is likely to increase  We could ttherefore improve our net cash flow by implementing an honor system in which customers pay what they wish for coffee by depositing money in a can  Manager: We're likely to lose money on this plan
Many customers would cheat the system, paying a very small sum or nothing at all
The shop makes a substantial profit from pastries and other food bought by the coffee drinkers.