The most important message of Levin (Ecol Res 21:328–333, 2006) is that “Ecologists and economists have much incentive for interaction.” Recent studies that account for evolutionary processes and local interactions support this view by obtaining results that run counter to conventional wisdom within resource economics. A second major message of the article is that to meet environmental challenges, humanity must develop social norms that enhance cooperative responses. Successful examples of resource management systems back up norms with economic incentives: rewards for good behavior and punishments for bad. Economic incentives are especially important if rapid and large changes in human behavior are desired.