You can't explain this dramatic change in behavior by saying that people are just looking for the best payoff. People gave up payoff to follow the cooperative norm.

The bottom line of the paper is that when you have people with shared standards, and some who have the moral courage to sanction others, informally, then this kind of society manages very successfully.

People don't change their behavior unless it makes a difference for them to do so.

When people start getting tickets, they tend to change their behavior.

People are defining new rules and new behavior for what's personal and what's private. Technological change leads to social change, but there's always a lag.

Because they're sponges, it's better to incorporate it into their lives now rather than change behavior (later).