You want people that are open for rational discouse and who changes their position when you bring them arguments to change their opinions even in the absence of giving them incentives to switch their position.

Be sure to let us know when you find such people. One of the main conceits of this site is that rationalists should win. If it's possible to get ahead by not being a rationalist (even temporarily), people are going to do that. Ultimately, I think what the original quote from Friedman boils down to is the old adage that you should try to fix the system rather than blame the people in it.