Wow. I feel like Jane McGonigal would hate this. Especially her video being used to promote it. Jane has said publicly that she wants to design games that change the world, not just "pointify" current products. I highly recommend watching Jesse Schell's talk on the Gamepocalypse (a vivid vision of the dystopic result of gamification). In fact, I believe Jane and Jesse are debating it at a conference later this year. Would be interesting to hear their thoughts on this.