Earning a Ph.D. in this area, I was always frustrated that - as utterly brilliant as Skinner was (e.g. he wrote a dozen books, including best-sellers, in the middle of the night after a short rest) - he always overlooked an obvious fact: people saw themselves as special from other animals, and would not accept any theory or technology that treated them as something less.
While 'operant principles' could explain everything from the emotional lives of people to the conditioning of neural networks, Skinner's approach was, once again, too rational to survive in the public sphere.