Maybe you can change the behaviour of an individual by appealing to their morals. But if you want to change the behaviour of a group of people, or companies, then yes, you have to talk about financial incentives, negative or positive. Sorry to all the highly principled people, that's how it works 😏.
The point is, it shouldn't work like that.
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Agreed, but it does. So if we actually want results, we should take that into account. Otherwise it's just utopian dreaming and maybe even virtue signaling imo.