The Elephant In The Room
 THE BEHAVIOURAL CONCEPT
Not a concept, but more of a grievance really. 
Behavioural scientists have a tendency to name the same phenomenon differently, like why? Isn't science on its own complex enough already? Labels should make life easier, not harder.
Who knew the parable of "the elephant and the blind men" would fit the debate on naming behavioural interventions so perfectly? Um, well I did...Enjoy addressing our elephant in the room!
And by "enjoy" I mean "good luck with this headache", cuz it sure won't be as easy as coming up with the labels...