[mhays]

I think some of you miss the entire point of both incentives and bully pulpits / marketing. This is true regardless of the topic.

The targets aren't the people/places who are diametrically opposed to something. It's about the people/places that are in the gray areas, where a moderate incentive and shift in the discussion can tilt the result.

Will a program like this shift everything, or even a huge percentage? Probably not. But it can move the needle in many places. Of course we don't know the details yet.

So keep being surprised every time something like this comes up. But maybe ask yourself why they come up so often.