"I am not naive and I am not a fool. I realize that gamification is the easy answer for deploying a perversion of games as a mod marketing miracle. I realize that using games earnestly would mean changing the very operation of most businesses. For those whose goal is to clock out at 5pm having matched the strategy and performance of your competitors, I understand that mediocrity's lips are seductive because they are willing. For the rest, those of you who would consider that games can offer something different and greater than an affirmation of existing corporate practices, the business world has another name for you: they call you "leaders."" Ian's whole article is great, and the comment thread is eye-opening.

So, I began nodding my head a tad, but then halfway through it became clear that this is born out of a somewhat large chip on a shoulder, and that chip is primarily about "social games" (as they are commonly described), and that really, I don't agree with much of this. The "you" in question is quite narrow, and cheap shots like the notion that the title 'games consultant' has "an inherent tragic quality" don't help. Experienced, outside eyes often make things better. Does that mean there's going to be a cavalcade of barely-qualified games consultants in the impending gameificationpocalypse? Of course. Does that mean McCrae's point is true? Not really. Obvious disclaimer: I know several games consultants. They are all very good at what they do. They also bear no resemblance to what McCrae describes.

"Here at the Cow Clicker ranch, we've learned an important lesson about cow clicking: people don't just want one chance to click a cow every six hours. They want as many opportunities as possible to click a cow every six hours." And then Ian launches the API. And Connect. And everything else. And wins again.

"Gamification is the wrong word for the right idea. The word for what’s happening at the moment is pointsification. There are things that should be pointsified. There are things that should be gamified. There are things that should be both. There are many, many things that should be neither. It’s important that we make the distinction between the two undertakings because, amidst all this confusion, we’re losing sight of the question of what would happen if we really did apply the deeper powers of game design to more everyday things – if we really did gamify them – and that question is a fascinating, exciting and troubling one. I really hope we get a chance to explore it properly." Margaret, on good form, as ever.