Kind of the way I think about this stuff: why can't the whole thing be a game? "While he goes about his day's surfing, blogging, chatting, tagging, gaming, posting, uploading, downloading, Justin wants to experience the same visible sense of goal-oriented progress he gets in World of Warcraft when he looks at his screens and sees exactly what level his activities have earned him." Links to Howard Rheingold's summary and video of Justin Hall's presentation (.mov video) on the concept.
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