well obviously. But I want others to see gamification for what it really is. The decision to use gamification in your products is similar to the decision to add fiberglass to cigarettes in the mid 20th century. Executives at tobacco companies didnt think it was bad, they just knew it would increase profits.
Obviously this app does not have the same scope as cigarettes. But slowly more and more products/games are moving towards this model. The AAA game industry very quickly adopted zynga-esque addiction mechanics rather than 'fun' mechanics.
edit: before I get downvoted for what might seem like a ridiculous comparison, let me give some context.
About a month ago, one of my favorite MMOs ever, and imo the greatest MMO ever made, Vanguard:SOH was changed from subscription to F2P by its owner SOE. VG:SOH is the deepest, most complex MMO ever created and has a huge world. However once it went F2P, SOE turned it into essentially a zynga game. It changed from an rpg to an item-driven grind fest (ie keep grinding these same quests and you can get epic loot). Then you can buy xp potions to make leveling go by faster. In short they turned it from a rpg into slot machine. With a consistent and easy path to get your endorphin bursts.
Now this isn't that different than what every other AAA game studio is doing to their games (except maybe Valve). The path is clear to them. The term gamification exists because non-game companies want to take advantage of this model. But what they don't understand is that they are making shallow, heartless products that guide you towards their goals rather than making something fun and enjoyable. In other words, the cigarette analogy is perfectly apt. Cigarettes have been made optimally efficient to cause addiction whereas previously they had just been an enjoyable experience and not nearly as addictive. Addiction profit is a gold mine.