I'm behind the times, but that happens when I get busy with graduate school.
So here's my cursory understanding. NASI looks at the issue from the perspective of monetary motivation. It's their pattern, their perspective, their thing.
Money motivates people, it is a fact of life. For certain things, in certain situations. It also has other implications. Which can have interesting consequences.
Sometimes, it's important to see the implications of the way we assign value -even money -to motivate. Look at a broader context.