Behavioral Economics?

In the New York Times Richard Thaler claims that "with the help of a little behavioral economics" we can increase the number of organ donors. He then describes a number of different schemes that have been used in the the U.S. and other countires and concludes that "the key ... is to make sign up easy." All these years I have been telling my students that if you lower the cost of doing something people will do it more. I thought it was just the law of demand. Does this mean we are all behaviorlists now?