Was about to make similar comment about connection with behavioral economics and how we should be wary of certain claims. Also there is some strong criticism of

Was about to make similar comment about connection with behavioral economics and how we should be wary of certain claims. Also there is some strong criticism of applying nudge theories on complex systems. That being said, as you point out as well, some nudge techniques do lead to beneficial results (for all) and I think it's important to recognize (and econs. point out) that if you design a UX, process, building, gadget ect. you are by definition what they call a choice architect. Side note: I was fascinated how much design/choice/nudge thinking is considered here in Denmark. It's very noticeable in design of public buildings and govt. webservices