[tvural]

There's definitely more that can be done behaviorally - the solution to obesity today probably looks more like eating better than taking diet pills. But this is the anti-technological solution that can only be pushed so far, like trying to solve the energy crisis by telling everyone to drive smart cars.

Also, there's often nothing you can do behaviorally. Even people with near perfect behavior will eventually get Cancer or Alzheimer's or Heart Disease. Most of the drugs approved to treat these diseases are something like band-aids that decrease your risk 10% or allow you to live a couple months longer. Maybe too many people are making drugs that work barely well enough for the side effects to be worth it. But almost anything that can get past the FDA will work economically, since there are usually very few alternatives from the buyer's perspective.