Thank you for sharing your thoughts on the topic, Scott. In my experience, marketing is quite often pressured by the business to produce short-term outcomes-sometimes on a weekly or monthly basis. Therefore, I think that great many-in particular those responsible for marketing at small and medium-sized-firms-will look for tactical examples that'll help them produce better results with the limited resources they have. I think that we'll have to accept that in some contexts, Behavioral Science and Nudging will be just a "marketing tool," and that people may not care that much about neither definition nor theory.