[1123581321]

Yes, exactly (and I don't believe the article implied what you said.)

People with low incomes make rational spending choices. By offering a financial incentive to use the vault, Wal-Mart is trying to make saving as attractive as another possible purchase. Borrowing your language, saving becomes a difficult choice instead of an easy choice not to save.

[BearGoesChirp]

How do we define a rational choice that doesn't end up making the choice chosen always the rational one regardless of what the choice is?