Disgusting, infantilizing worldview. Fix the culture instead of chasing it. These imbecilic "behavioral economists" can't wait to live in a world where you get a Free* Grimace Shake with every root canal at participating McDonalds(R) McDentists™.
Easier said than done. If you think it's so easy to change behavior, run an economics experiment to prove it. You'll probably even win a nobel prize. In the meantime, I'm going to support whatever actually works, rather than holding out for an ideal solution