Cameron's nudge.

David Cameron has a 'behavioural insight team', tasked with the purpose of showing us how we can be made to do as we're told without beating us with a big stick (like New Labour). He got the idea of 'nudging' from a book from an American (where else?) Richard Thaler.

David Cameron can fuck off. And his team can fuck off, too, and get themselves useful jobs cleaning toilets with toothbrushes.

And Richard Thaler can fuck off as well.