1) At the risk of seeming trite, I liken this to your typical change management program. That is, simply rolling out a new tool across the organization and expe

1) At the risk of seeming trite, I liken this to your typical change management program. That is, simply rolling out a new tool across the organization and expecting people to use it in accord with the the vision it was conceived is unrealistic. People need to be educated and, depending on the circumstances, given incentives for using the new tool. Ask anyone who's been involved in one of these projects on a large scale and they'll tell you it often takes longer to realize the behavior change than it takes to develop the tool. 2) The field of moral psychology tackles these very types of problems, by, among other things, surfacing our moral contradictions and forcing us to consider why seemingly equivalent moral outcomes are not considered so (take the Trolley Problem as one, now nearly cliched, example). i.e. I think there's more work being done in this domain than perhaps the author gives credit. That said, I don't disagree that more could be done.