I think this question has to get asked by all policy makers and choice architects when implementing just about anything.
"Scientists breed cows that give skimmed milk" by Jonathan Leake, Sunday Times, 27 May 2007
"The rice with human genes" by Sean Poulter, Mailonline, 6 March 2007
"The Memory Hacker" by Stephen Handelman, Popsci.com.au, 3 April 2007
"How to use math to choose a wife" by Chris Matyszczyk, cnet news, 13 August 2009
"Be More Than You Can Be" by Noah Schachtman, WIRED Magazine, Issue 15.03 March 2007