Now that I think about it, it's very easy to point to reverse jevon's paradoxes. Regulations around building housing, large org bloat + processes, when the stupid form fill that i need to fill out gets too long on some website...
It leads to an interesting way to think about company and civic health as well. Instead of focussing purely on incentives, one might assume that many are inclined to do good stuff anyway, and then ask: are we lowering the cost of all desired behavior as much as possible? And are we doing it for as many people as possible?