" ... Schell points out that currently the external reward systems we see cropping up in places like his car's dashboard (that shows a plant growing the more energy he saves) are designed by "whoever happened to be around at that company." He rightly points out that actual game designers have the power and skill to make sure the future external reward systems that will permeate our lives will actually improve our lives also. These systems could cause us to read more and better books, to brush our teeth as much as we should, and so on. Yes, that could happen. (...) If Facebook is any indication, they will simply create the most effective mental viruses that drive whatever commercial behavior they want, with little regard to the victims ... "