The Intention Economy is about buyers finding sellers, not sellers finding (or "capturing") buyers.
In The Intention Economy, a car rental customer should be able to say to the car rental market, "I’ll be skiing in Park City from March 20-25. I want to rent a 4-wheel drive SUV. I belong to Avis Wizard, Budget FastBreak and Hertz 1 Club. I don’t want to pay up front for gas or get any insurance. What can any of you companies do for me?" – and have the sellers compete for the buyer’s business.
Apply this concept to the welfare system. How far could we go? Could we go anywhere at all? For extra marks, explore the implications for identity assertion and management. Marks will be lost for references to skiing or SUVs in the answer.