Do reputation dynamics really lead to good behaviour?

Just writing what started out as a long post on the direction of media and has become a series that I’ll start posting in the next few days.  In the mean time, one thought that doesn’t fit there but that kept popping up when I was writing is about another trend I wonder about with regards to where it’ll go…

I noticed this article in New Scientist about how the Internet will push some sort of “reputation” economics which will push people towards being nicer, better citizens of the planets, and ultimately saving the world - all because they’ll want to avoid the stigma of not being those things.

I see something different happening.