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I think the problem is less one of incentive than it is one of awareness. If more people knew about — and actually understood — anti-traffic, more people would employ it. I don't know where the inflection point is, but I'd bet you don't even need all that many people engaging in anti-traffic behavior before it has an appreciable impact, either.

One could argue that there is an incentive. If you drive a little slower and leave a large gap in front, you get to avoid always being on watch for the guy in front of you slamming on their brakes. This can be a whole lot less stressful, which is incentive itself.

The Colorado Department of Transportation does essentially this with "pace cars" at high traffic times coming back from the ski areas.