An unmanned pop-up shop called, ”The Honest Store” stocked with ice cold bottles of Honest Tea was installed on the Santa Monica Pier on Wedenesday, July 10, 2013. The shop relied solely on the honor system of passersby as a money box and sign read: “$1.00 on the Honor System.” The outcome was recorded using a customized digital tracking application by undercover observers nearby who recorded the actions of those who decided to pay $1 for their tea and those who simply grabbed a drink without paying. The results can be seen at TheNationalHonestyindex.com