Yes it is a cultural problem and as we all know they are the hardest to overcome. If we want to make headway we need to start somewhere else and work on culture in the background. In Germany the pfand system has been working well for years. In Berlin you leave your bottle on the side walk and someone who needs the money can collect it to return it. It's a small act of charity that people regularly engage in. I believe it's the same in NYC from what I saw when visiting?