Professor Richard Thaler on Nudging as a tool of government
You might find this 23 March 2009 lecture interesting, especially as it tries to find a way for government to take a light hand, while recognizing that people are not rational choice decision makers of modern economic theory. Some of these ideas are made feasible by the use of the web.
The lecture is at http://www.lse.ac.uk/collections/LSEPublicLecturesAndEvents/live/LSELive_previous.htm
His web site for these ideas is at http://nudges.org/