Exactly.
Anti-doping has always and will always be a pragmatic battle. Show guys they can win clean and they happily will, no risk. Show the opposite, and it'll be full doping again, at least until the risk becomes too high. These are skinny type A warriors that were picked on in high school and want to go get some revenge on the world.
Not many of these guys come from/married into wealthy families like some of the aforementioned moral heroes above in this thread. Most are scrappy *******s from blue collar and broken backgrounds. A whole lot easier to step away from being a professional athlete when the financial consequences are low to none. Now try those high ideals when your option is unemployment or digging latrines.
If anti-doping authorities want to win, they need to understand the sociology of professional athletes. These are not people choosing between Yale and Brown.
They are kids that can be easily influenced, one way or the other.
But money talks and BS walks, so if you want to win at anti-doping, better show that the money follows an anti-doping ethos. Better base their paycheck, implicit and explicit, on living up to that ethos. No double talk of "we need to be clean, BUT, we really need to win"...Then you just gave them a double message and permission to dope. Winning is a joyous thing that happens when all goes right, not a job to get done because sponsors expect it.
That's a tough line to hold in managing a team, but there's no other way. Why? Because, pragmatically, the business of cycling will fail, my business will fail, if that ethos is not practiced every minute of every day. If you don't win, well, that could cause failure too, but it's only a possibility. Continued degradation of cycling via doping is guaranteed failure. It's really pretty simple.
The battle has to be kept on a pragmatic level. High ideals are nice, but if you want the job done here, make it real. Otherwise you will fail.