Behaviour change - methodology wars

Nothing like a good fight between models, is there? Well, not really. Everybody is being super-polite, as described in this article here. But underlying the politeness there is an important point: how much effort is it worth putting in to trying to persuade people to change their behaviour? I like the advocates of behaviour change more, but I'm sceptical about the long term benefits. I see how hard it is to change behaviour, and how it's even harder to sustain those benefits; in the absence of consistent labour-intensive nudging behaviour tends to slip back to the norm and the habitual. And it's funny how it transfers the onus on to those least able to have an impact, and takes responsibility away from industry and government, who have so much more influence.