With apologies to Cosma Shalizi (and an inability to be equally pithy):

If strong reciprocity is indeed an important, if not fundamental, part of the social character of humans, then scientists wishing members of any given community to expend resources on issues the scientists consider of highest priority, will need to expend their resources on issues that community considers high priority.

And no, attempting to convince a community that your highest priority should be their highest priority doesn’t count.

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