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Ideology is a powerful motivator. Sure, material incentives are important, but so are symbolic and other types of social incentives (authority, prestige, etc). Most people only lead a hedonistic life according to the satisfaction of their desires (this has been true since the time of Plato), but there are people that live for honor, pride, courage, wisdom, altruism, etc.
How long would you continue to go to work if you were paid $0 per week?