Another point is to consider how the brain's executive function is a tiny bit of intentionality that's up against our full toolkit of behavioral conditioning. Only when we form tribes and communities do we have a chance to be intentional against the coercion of massive marketing engines (that are tax-deductible, no less). Individual guilt and shame should be carefully policed when we talk about changing behaviors. People don't need any more of the Public Radio Shaming Privilege that just pisses off the proles.