Interesting post. I've never thought of agile as viral, so
it surprised me that others had hoped it would be.
I think that developers usually - in the best situations-
do what it takes to flourish in the environment where
they find themselves. If we go in as coaches and only
make a temporary modification to that environment, then
the developers only make a temporary adaptation.
It's pretty rare to see long-lasting success if the
change to agility only takes place at the level of a
project manager or below. I think the answer is for
more of us to promote agility at higher levels in
the organization.
Charlie