Dubner and Levitt talk about circadian rhythms, gay marriage, autism, and whether "pay what you want" is everything it's cracked up to be.
On further incentive for the cure of cancer (or any other medical condition) is that many people have a family member or friend who is currently suffering from cancer in one form or another, and there is certainly a desire to help those people if they can. There are many anecdotal stories of people who move into medical research because they had a close family member who was afflicted or died, and they want to prevent it from happening to others. This is different from, but shares aspects of, the 'hero' incentive imo.
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