The U.S. military showed Duhigg what habits are good for: they make structured, repeated behaviors much more efficient and effective. He learned that, in addition to enriching individual lives, habit change can also make organizations—and entire countries—function more smoothly. By attacking habits instead of protestors, the Iraqi government managed to keep the peace without substantially infringing on people’s freedom to protest. While this technique is ethically debatable, it also shows how psychological manipulation can be a more effective and less disruptive way to exercise power than conventional means, like military force.