I think this question has to get asked by all policy makers and choice architects when implementing just about anything.
Further Info:
"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
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