Interesting look at why we need to disrupt people's habits as that drives behaviour. Sometimes taking a step back to get that big picture view can make all the difference to activity being successful.
Because behaviour is really being driven by habits, affecting what people think will not have a strong influence on what they do. Instead, marketers need to observe their customers in action. Watch their habits. It is important to understand habits at the point of purchase (whether in store or online) as well as at the point of use.