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I don't see how it will make any difference. The human with the most votes will win anyway, right? Irrespective of how many 'NOTA' votes are cast? So how is this any different from people staying home and not voting at all? Why would a political party care, as long as their candidate wins? How would it change their calculations or force them to choose better candidates than if the 'NOTA' option was not available?
They copied this idea from Pakistan
and in Pakistan this idea was criticised strongly...
What Election commission of Pakistan suggested was that if the none of the above wins.. New elections should be held in that constituency with different candidates