Hahahahaah... If I give a nice gift to my wife, I think there is a smidgen of self-interested motivation for gift giving!!! ;) It would resolve all the issues raised by the post, indeed. I absolutely despise that "nudge theory: and the way it is used. It is a way to force people to do what you wish using their desires to not get damaged or to get something. It is nothing more than sales technique, using the two greatest motivators: fear and greed!!