A good friend, Alex Asigno, recently drew my attention to this TED talk on Behavioral Economics by Dan Ariely, the author of Predictably Irrational.
In short, its not conversion rate optimisation. In fact, this strategy could even go against some of the more common UX best practices. BE looks to work out WHY we choose what we do instead of how. Its incredibly interesting and something we as marketers need to explore further.