I think once we can create a social penalty for defection, then that removes the incentive to defect. And if we can do that together, we can escape the prisoner's dilemma and build a more honest bullshit-free world. The short answer is subscribe to my sub-static. The long answer is, it's really hard. Building a new social norm is extremely difficult. Groups have been trying to do it since the dawn of humanity. Every social movement is essentially an attempt to build a newsocial norm. Some of them are successful, some of them are not. But how do you create that tipping point? How does that happen?