We don't know how common this phenomenon is and it may well not apply here, since our conversations are pretty heavily monetized already.

The most famous case comes from a study about an Israeli daycare. The daycare wanted to reduce how often parents were late picking up their kids, because it was very costly to the daycare to keep all the staff later than scheduled.

The daycare started fining parents something like $5 for being late. The result was parents being late far more often. The generally accepted explanation is that shame and not wanting to inconvenience anyone were replaced as motivations for the $5 fine and parents were perfectly happy to pay the $5.

The idea is that the daycare communicated that being late was only a $5 inconvenience for them and the parents had been assuming it was a bigger deal than that before the price was made explicit.