People respond better to the rewards of operating conditioning when they are dependent, powerless, infantilized, bored, and institutionalized, which to me essentially explains everything I see in America today. This is actually a pretty fascinating article. And it references a book (Alfie Kohn, Punished by Rewards (1993)) that I should probably read.
Anyway, when people are doing intrinsically rewarding things, they don't need (and tend to ignore) rewards handed out by authorities. Which totally makes sense.