For nearly half a century, research has raised troubling questions about the practice of dangling rewards in front of people to get them to do what we want. It doesn't matter whether the people in question are male or female, children or adults.

Among health care leaders and policymakers, there is growing support to improve the value of US health care by providing doctors with feedback about their performance relative to that of their peers (i.e., comparing doctors to each other).

It may be true that we have entered the age of personal genomics, but we have only just scratched the surface.