Read It & Similar Orientations
Hear you, too, Nigel. Since you read Macroscopic Evolutionary Paradigm, you know my concern is broader than yours. Additionally, it is my belief that changing behavior is exceedingly, bordering between super-expensive and impossible.
Thus, the key, as I see it, is creating a reliable entity so intuitively useful that people self-modify their behavior. In doing this that entity builds a foundational trust with users to build upon with, for example, some of the services you reference. Absent this foundational entity or attempting to simply release a platform seeking to alter behavior is doomed.