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Economists use incentives to explain human behavior. In traditional economics these are mainly monetary incentives, but the expansion of the field to behavioral economics in the 1970s introduced other factors, such as risk minimization and social rewards, that weren’t directly tied to money but could influence actions all the same. The current vogue for all things economic has encouraged the Freakonomics crowd to use the same language to explain the emerging online world: today we use the sweeping terms “attention economy”, the “reputation economy” and “gift economy” to explain the extraordinary rise of non-monetary phenomena such as open source or Wikipedia