First generation phishing attacks "sold" fear and ignorance – "you’re account has been compromised and will be shutdown – please login to re-enable your account". There are two ways to sell any product – sell decreased pain or increased pleasure. Fear sells, but so does greed. Phishers have been selling fear, but we’ve always expected them to try selling through incentives. We’re starting to see these new kinds of attacks – here’s an eWeek article detailing a Citizen’s Bank attack that tells the user they can get $5 for filling out a survey.