A government unit aimed at “nudging” people into making better life choices is to become a profit-making business.
The Behavioural Insights Team – known as the “nudge unit” – will join with a commercial partner and become the first policy unit to be spun out of Whitehall.
I suppose one way of looking at this is positively. At least we will not be paying for our own nagging. There is always the possibility that it will go bust and disappear into well deserved obscurity, because, let’s be frank here, the whole concept of a state sponsored nudge unit deciding for us what are better life choices and then nudging us in its preferred direction is deeply abhorrent and contrary to the original nudge concept anyway.
So, yeah, lets see it spun off and sooner rather than later – and, no, I will not be nudged by anyone, especially government.