The behavior change angle is definitely important and it is my view that we have to approach this with a "menu of options" rather than one theory to test. Pooling of ideas and having people experiment with different "nudges" would be key. Some will take up this idea as an aspirational thing, some others as prevention of a bad thing. It is important to test, learn and retest..the problem is complex and has been there for many years. Unlikely we will find a solution with one tablet..