That this kind of basic understanding of human behavior and interaction is no longer considered common sense, at least within the business domains he's targeting, is pretty sad. How it lost its place in the basic toolkit of dealing with people isn't clear to me, but in mentoring startups over the last several years I've certainly noticed its absence and also that some are actually resistant to such ideas (although I suspect that's due more to vanity and wish-based thinking than any intellectual reasoning).

The above is in no way intended to denigrate or disagree with Fogg's work or its usefulness. In fact I applaud him for providing such work and hope that it is successful enough that it restores such knowledge of human behavior back in the expected canon of common sense.