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What I meant was to question whether responding to an incentive is ever not willful.

I was deliberately not talking about whether it was reprehensible. I was talking about how and whether you would succeed in inducing everyone to stop doing it.

Sadly, when people are offered money to steal babies they steal babies.[1] The moral outrage is important because it increases the cost of the action but removing the incentive is generally a more effective way to change behavior.

[1] http://www.economist.com/news/china/21570762-curb-widespread...