Sublime

Our goal, in short, is to help people make the choices that they would have made if they had paid full attention and possessed complete information, unlimited cognitive ability, and complete self-control.

Choice architects (such as Carolyn the cafeteria director) have many opportunities to choose defaults, and they can do so in ways that are self-serving or welfare enhancing.

people have a strong tendency to go along with the status quo or default option.

called Stickk.com that facilitates similar friendly commitments.