Where a person living in abundance can choose to ignore monetary incentives, most people cannot. If you want to make behavior X be what a broad selection of people do, the only available way today is incentives. And a lot of problems we face today are exactly this sort of collective action problem - recycle, vote for good leaders, don't shit in the well.
Yes, it would be better that we lived in a world where most people were not "losers" (I.E. needs to work for money), but we're certainly not there yet.