Several of the greatest retail challenges—dealing with theft, finding good employees—might be addressed by one philosophical concept: the honor system. In a small store in New York City for example, the high-end beverage company Dirty Lemon Beverages invites shoppers to enter, take a bottle of soda, and then text their payment information to a contact number posted on the wall. No employees are there, whether to answer questions or take payment; the entire transaction takes place through mobile devices. The sodas, with a price of about $10 for a 16-ounce bottle, are expensive, but even if a few dishonorable people walk out without paying, the losses would not be too damaging. Furthermore, evidence indicates that most consumers adopt the principles of the honor system, whether they drop cash in a lockbox to pay for produce from an unstaffed farmers’ market or swipe a card to pay for snacks from a cart located in a modern coworking space. Some reports indicate that an average of 93 percent of people pay up, even when there is no one watching to make sure they do not steal. Even if the retailers do not need employees to stop consumers from stealing though, they still might want them around, to help shoppers, gather information, and establish a personal connection.