Recall that people like to do what most people think it is right to do; recall too that people like to do what most people actually do. The state is enlisting existing norms in the direction of lifesaving choices—and doing so without coercing anyone. Third, there are links to MySpace, where people can signal that they are concerned citizens. In the context of environmental protection, people often do what they believe is right in part because they know that other people will actually see them doing what they believe is right. The same might well be true for organ donations.
