Don't shoot the dog

In order to maintain an already-learned behavior with some degree of reliability, it is not only not
necessary to reinforce it every time; it is vital that you do not reinforce it on a regular basis but instead switch to using reinforcement only occasionally, and on a random or unpredictable basis.

A reinforcer is anything that, occurring in conjunction with an act, tends to increase the probability that
the act will occur again.

People, of course, work endlessly for money, which is after all only a conditioned reinforcer, a
token for the things it can buy—even, or perhaps especially, people who have already earned more money
than they can actually spend, who have accordingly become addicted to the conditioned reinforcer.