I got in Big Trouble at the traumatic brain injury rehabilitation center where I work by talking with the Behavior Analyst. I was all excited about Dan Pink's book, “Drive.” I had sent the B.A. a link to information about the book and a cute video about it. He took offense to the very idea that “reinforcers” could be interpreted as “rewards,” or worse, as “carrots and sticks.” "That's insulting," he told me. Since he holds some power in the organization, I felt it necessary to backpedal and cover myself by suggesting that perhaps I misunderstand his program, because that's what reinforcers (as implemented among our clientele) look like to me.
Interestingly, he seems to be avoiding me ever since. Perhaps he is motivated to do so for some reason.