is over-emphasizing the process of making money at the cost of the user’s well-being. The over-emphasis generate equal resistance from the users due to perceived unfairness and psychological reactance. Monetization of non-monetary benefits Monetization is also used to refer to the process of converting some benefit received in non-monetary form (such as milk) into a monetary payment. The term is used in social welfare reform when converting in-kind payments (such as food stamps or other free benefits) into some "equivalent" cash payment. From the point of view of economics and efficiency, it is usually considered better to give someone a monetary equivalent of some benefit than the benefit (say, a liter of milk) in kind. Inefficiency: in the latter situation people who may not need milk cannot get something of equivalent value (without subsequently trading or selling the milk). Black market growth: people who need something other than milk may sell it. In many circumstances, this action may be illegal and considered fraudulent. For example, Moscow pensioners (see below for details) often give their personal cards that allow free usage of local transport to relatives who use public transport more frequently. Changes on the market: supply of milk to the market is reduced by the amount distributed to the privileged group, so the price and availability of milk may change. Corruption: firms that should give this benefit have an advantage as they have guaranteed consumers and the quality of the goods supplied is controlled only administratively, not by market competition. So, bribes to the body that choose such firms and/or maintain control can take place. Russian social welfare monetization of 2005 In 2005, Russia transformed most of its in-kind benefits into monetary compensation. Before this reform there was a large system of preferences: free/reduced price of travels on local transport, free supply of drugs, free health resort treatment, etc. for diverse categories of society: military personnel, the disabled, and separately, persons disabled due to World War II, Chernobyl liquidators, inhabitants of Leningrad during the siege, former political prisoners, and for all pensioners (that is, women 55+, men 60+). This system was a legacy of the Soviet Union, but it was heavily extended by populist laws passed by central and regional authorities during the 1990s. By the law 122-ФЗ of 22 August 2004, this system was converted into cash payments by various means: abolition of preference, compensated by raising of wage