It's interesting he brings up this point. I once took a leadership class at my University, and in the class my teacher once said, "do you follow the speed limit because if you don't you'll get a ticket or because it is the right thing to do?" He then followed it by saying, "If you follow it because it's the right thing you're crazy." When I heard this I was just hoping he wasn't applying it to things other than the speed limit. Sometimes I feel you have to do the right thing, because it is the right thing.
Another similar case was when I was reading my economics book which said altruism only exists due to incentives, and it wouldn't exist otherwise; I personally believe there are people who act altruistically despite incentive going either way. Although, I also find personally if I do the right thing despite incentives for me to lie or do otherwise people will often make up the difference.