Nobody likes to wait in line. Well imagine a waiting line of 7,000, or 20,000, that could be the number of people in front of you for a new organ. To demonstrate this they replaced the password tickets in stores with the actual numbers they could expect to get if it was a line for a new kidney or liver etc. It works very well, simple, but definitely gets the message across. I also love that the actual password is really small at the bottom of ticket, making the person actually have to read the ticket.