One of my favorite videos around the web is this video of kids trying to resist eating a marshmallow after being promised a greater reward if the...
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Interesting perspective. I haven't thought about this in these terms, and I think this may partially answer the question why doesn't everyone write tests?
May also answer why there is resistance to this kind of change, because before it gets to the point where the benefits are clearly visible, someone may say "this is good enough" and go off in a different direction. Adopting these practices may require a leap of faith in that sense.