I think the argument is whether or not we admit we are having these effects and take responsibility for them, we are doing them. I personally find that telling

I think the argument is whether or not we admit we are having these effects and take responsibility for them, we are doing them. I personally find that telling people exactly what I intend to do makes it more effective rather than less. But in a field where we can change people's behavior by making a button orange instead of blue or presenting a form in one page vs three, I find it impossible to pretend that one of those is a neutral choice. Instead, I focus on what it is we are maximizing for, and how people feel about the experience. I push my companies to choose patterns that help people feel secure & in control, leading to predictable outcomes that align with what they actually expressed wanting. It means we are collaborating with our users, even though we could have used those same techniques to make them feel more anxious, spend more money than they intended, or buy things they didn't actually need.