ocial norms help explain the attraction of opt-out 401(k)s as well: it's not just that we're too lazy to check a box but also that we assume the default is the accepted thing to do. Obama's push to weatherize millions of homes — another stimulus bonanza — will require new norms. In Oregon, a countywide program to upgrade windows and insulation at almost no cost to homeowners got a tepid response. But after an intense mobilization campaign — through citizen councils, churches and Girl Scouts who went door-to-door asking residents why they hadn't weatherized yet — 85% of the county enrolled. "What worked was creating a sense that we're all in this together and you're a social deviant if you don't join us,"