I would say that one of the barriers, as has been mentioned, is the fact that there is not a lot of evidence for a lot of the stuff. It's partly because the research models out there are somewhat inadequate to be able to address some of that.
There are oodles of apps and they're by well-intentioned people, but they have very little evidence. Some of them may actually work quite well, but we don't have a lot of that.
I would also say that another big thing is organizational support. We've heard some great examples about how it has been used. In most of the organizations I work with, people are interested in it, but they don't feel they have the support to be able to implement it, at an individual level and a management level. They still think they need to be on social media, but they don't actually know how to do it tactically. I think the ability to create a bit of a culture around where it's possible to do that is a good one.
One of the other disincentives—just to turn it a little bit on its head—is that particularly those of us who are health professionals often are shocked when people aren't obsessed with health all the time. They're not. Most people just want to go home and have fun with their kids. They want to have fun with their grandkids. They want to go out for a run just because it's fun, not just because it's healthful. I think we get very fixated on creating interventions to try to get people to do stuff, rather than trying to maximize the enjoyment.
There was a good point made about whether people have the time to create healthy meals. Often people love to have mealtime. It's a great opportunity. So how do you have fun with it? Gamification was an idea. Turn these things into something enjoyable, rather than another thing on people's plates, which I think is probably one of the biggest barriers because very few people out there are lacking something to do. If we can actually turn it into their fun time, we can do a lot of good with that.