I think by now we can all realize that most people (the majority) don't do good deeds on their own and when no one is watching. It takes a social phenomenon, clever thinking, and some social responsibility to get people to do the right thing more often than not. I think this is a great idea--since we are ultimately just social animals in the first place, let's just leverage the social aspect to make sure that people openly and consistently do good, because now they'll get accolades for it.. ;)