Agreed, but I think some logic follows that as increasingly more incentives are needed then maybe people just don't have these principles. People seem to want it both ways—both to get the thing they want, but to be seen as not having taken it. To be seen as principled without standing for the principle. So we hear that taking a "principled stand is great and all, but". That line is right, it just implies the person doesn't believe that much in the principle.