im not arguing that this is "natural" so much as a reflection of the society that they are born into. a Century ago kids had a much different culture to grow up in than we have today.
Sure, kids can be stumulated to learn.. BUT, that stimulation will ahve to relfect what has current value: money rather than the the idea that learning has value in a system that educates everyone.
For instance, the Book-it program trades books read for pizza. I remember this program from the 80s and it had a great impact on my current lust for books.
Pizza Hut BOOK IT! Reading Incentive Programs