I agree with that wholeheartedly. "How do we make people want to behave better" is the question I want to pour my energy at, and I don't think shaming them and making them defensive is the way to do it.
Because right now, we mostly do the opposite. We systematically encourage people to make the wrong choices through our markets and built environments. And pearl-clutching about bad actors in that environment is totally unreasonable and unfair, in my opinion.