Tipping has long been a cornerstone of American service culture, a gesture of appreciation for good service. But according to Barstool Sports founder Dave Portnoy, the practice has spiraled out of control, particularly with the advent of self-checkout kiosks that now prompt customers for tips. What was once a simple act of goodwill has morphed into a social obligation that leaves many consumers feeling cornered, guilty, and confused.

In a recent appearance on “Varney & Co.,” Portnoy didn’t hold back his frustration, stating, “I don’t do it to be a nice guy, Stuart. I’m deathly afraid of somebody seeing me not tip and them being like, ‘Dave Portnoy is a cheapskate who doesn’t tip.’ So that, I live in fear of, and it forces me to tip at all times.” His comments reflect a growing sentiment among Americans who feel that tipping culture has reached a tipping point—no pun intended.

The Rise of Self-Checkout Tipping: A New Frontier of Guilt

The traditional model of tipping has always involved a direct exchange: a waiter, a bartender, or a service worker provides a service, and the customer reciprocates with a gratuity. But the landscape is changing. Today, customers are confronted with tipping prompts even when there’s no direct human interaction, such as during a self-checkout process. This new development is raising eyebrows and stirring debates about the ethics and expectations surrounding tipping.

Portnoy’s critique zeroes in on this phenomenon. He explained that the new trend of self-checkout tipping is particularly troubling because it creates an awkward situation where customers feel pressured to tip despite receiving minimal or no service. “It’s a tough one,” Portnoy admitted. “I tend to tip all the time, regardless if it is a self-checkout kiosk or not.”

The sentiment was echoed by other critics of this practice. James W. tweeted, “If a person is not serving or helping, no tip. That’s what the tip is for. No tip for the company. They get theirs when they make a sale.” This opinion reflects a growing frustration among consumers who believe that tipping should be reserved for instances where genuine service is provided.

The Cultural Pressure to Tip: A Double-Edged Sword

Tipping has always been fraught with social pressure, but the introduction of technology into the equation has amplified that pressure tenfold. As businesses increasingly embrace self-checkout tipping options to boost pay for workers outside of their regular salaries, consumers are left questioning the fairness and transparency of these practices.

Companies such as airports, bakeries, coffee shops, and sports stadiums are now deploying self-serve tipping options, prompting customers to leave gratuities of up to 20% even when they’ve had minimal interaction with an employee. As reported by The Wall Street Journal, many customers feel obligated to tip, but they are often left wondering where that money actually goes and whether it truly benefits the workers.

One Twitter user, Onliesteverwho, voiced their frustration, stating, “Self serve tipping? I’d gladly leave me a big tip!” This sarcastic remark captures the essence of the absurdity many feel when faced with the expectation to tip a machine.

The Fear of Being Seen as a ‘Cheapskate’

A significant part of the problem, as Portnoy pointed out, is the fear of social judgment. In a world where everything is recorded and shared on social media, the fear of being caught not tipping can be paralyzing. “I live in fear of somebody seeing me not tip,” Portnoy confessed. This fear is not unfounded in an age where public shaming can happen in an instant, often with severe personal and professional repercussions.

Social media amplifies this anxiety. A user named George commented on Portnoy’s stance, highlighting the public nature of tipping: “You noticed too that ⁦@daveportnoy⁩ is a loud annoying dude?” This comment, while directed at Portnoy’s outspokenness, underscores the broader point that actions—whether tipping or otherwise—are subject to public scrutiny, especially for high-profile individuals.

The Ethics of Tipping: When is Enough, Enough?

The broader question that emerges from this tipping culture is one of ethics: When is enough, enough? Traditionally, tipping was a way to reward good service, but as it becomes more ingrained in transactions that require little to no human effort, it raises questions about the morality and necessity of such practices.

Many consumers are beginning to push back. Zach Lowe predicted, “It’s only a matter of time before there’s a tip option at self-checkout kiosks.” Now that this prediction has become a reality, the backlash is growing. Consumers like Dave Hartman have expressed their surprise and frustration: “At Newark Airport, one of the general stores has self-checkout kiosks that have a tip prompt. I was flabbergasted.”

The sense of bewilderment is palpable across social media and beyond. Ted Zink tweeted, “What happens when a worker’s skill set does not generate a service level worthy of the $15 hourly? More self-checkout kiosks, less tips, less hours, more automation?” This comment touches on the broader implications of tipping culture, including how it intersects with the labor market and the push towards automation.

The Broader Implications: A Shift in Service Culture

Portnoy’s critique of tipping culture isn’t just about self-checkout kiosks; it’s a reflection of a broader shift in American service culture. As businesses continue to find new ways to offload costs onto consumers, the expectation to tip—once a voluntary gesture of appreciation—has become a nearly mandatory social obligation.

This shift has significant implications for the service industry. As tips become more pervasive and expected in non-traditional settings, the original intent of tipping—as a reward for good service—is being diluted. Consumers are increasingly frustrated with the pressure to tip in situations where they feel it’s unwarranted, leading to a potential backlash that could reshape the service industry.

Rethinking the Tipping Culture

Dave Portnoy’s candid critique of America’s tipping culture has sparked a necessary conversation about where tipping is headed. As technology continues to blur the lines between human service and automated transactions, it’s clear that the traditional tipping model is facing unprecedented challenges.

The debate is far from over, but one thing is certain: Consumers are growing weary of being guilted into tipping in situations where it feels unjustified. As Portnoy put it, “I don’t do it to be a nice guy,” capturing the frustration many feel. Whether the tipping culture will recalibrate itself in response to this growing discontent remains to be seen, but the conversation Portnoy has ignited is an important step in that direction.

As more voices join the chorus calling for a reexamination of tipping practices, businesses will need to consider how they approach tipping in the future. Will they continue to push the boundaries of where and when tips are expected, or will they heed the growing calls for a return to a more traditional, service-based model of gratuity? Only time will tell.