Fighting Network Collusion at its Core
Incentive markets work well when they can correctly attribute the value that each member brings to the network. Take, for example, the Red Balloon Challenge, which challenged the general public to find ten red balloons scattered throughout the United States. A successful network would incentivize someone to find a red balloon, obviously, but it would also incentivize people to spread the word and recruit others in the search. In a
They promised $2,000 to the first person who submitted the correct coordinates for a single balloon, and $1,000 to whomever invited that person to the challenge. Another $500 would go to the person who invited the inviter, and so on.
Incentive markets that reward people in proportion to their contribution towards a common goal in this recursive way can motivate people to grow a network until its goal are met.
However, this mechanism can be manipulated through collusion between network members who want to cheat the system.
Since the referral chain grew through superfluous referrals, there are more people to be rewarded, and so the cost of finding the red balloon is artificially increased. This collusion makes the network more costly, less efficient, and ultimately unfair to its honest users.