All hail the rise of "soft paternalism:"

The incoming administration of President-elect Barack Obama will name Cass Sunstein, a Harvard Law School professor who pioneered efforts to design regulation around the ways people behave, as regulatory czar, the Wall Street Journal reported.

A report on WSJ.com said Sunstein would head the White House Office of Information and Regulatory Affairs, overseeing "regulations throughout the government, from the Environmental Protection Agency to the Occupational Safety and Health Administration."

Will Wilkinson slapped around Sunstein's Nudge in our October 2008 issue.