Take Amazon's new Askville, for example:
Askville is a place where you can share and discuss knowledge with other people by asking and answering questions on any topic. It’s a fun place to meet others with similar interests to you and a place where you can share what you know. You can learn something new everyday or help and meet others using your knowledge. Askville even helps you learn by giving you cool tools to help you find information online while you are answering questions. It’s all about sharing—what you know and what you want to know—so go ahead and meet someone new today and Askville!
But most interestingly:
Every time you answer a question on Askville you will earn or potentially lose experience points in the topics that were associated with that question. Askville uses experience points to determine how knowledgeable a user is in a given topic. Experience points are broken up into various levels. To reach a certain level you need to have earned a certain number of experience points in that topic. Go to Experience Points, Levels, and Quest Coins in the FAQs to learn more about experience points and levels.
Which, of course, is precisely how a game works. In other words, Askville is a game. Life is a game. (Via TechCrunch.)
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