I'm with you and the Rev on this one. The idea of behavior modification is introduced in the first few minutes with River's story. Actually, her statement as a child that the people of the outer worlds hate being told what to think. Didn't she even say something like, "We get in their heads?"

It's later strongly implied in the Operative's discussion with Mal, when he says he won't be welcome in the paradise his masters are creating. How did anyone think the Alliance was planning to create this paradise?