The use of financial incentives is a strategy to motivate healthy behavior change that has become routine practice over the past decade. A 2008 survey of major US employers found that over 70% of employee wellness programs were using financial incentives to encourage participation and/or performance [1]. In particular, financial incentives have been increasingly used to help motivate complex healthy behavior changes, such as increasing physical activity, improving diet, and in weight loss interventions more broadly. The use of (nonfood) rewards in obesity treatment has also been recommended by the World Health Organization [2].