Gamification Skepticism

I want to go on record as being a skeptic of gamification for consumer products companies. 

UPDATES

I find this NYT article pretty accurately leaning skeptical. Just to be clear, I'm not saying gamification never works, I just think that the cases where it works will more likely be the exceptions that the promoters wish would be the rule, but aren't. Here's a choice quote:

"It's a concept being invented and mastered by speakers, conference organizers and business consultants in order to provide them with a short-lived burst of success," said Dr. Bogost, who last year wrote an essay that, in its off-color title, bluntly dismissed gamification. 

One mild example of gamification that I have been offered, and have no interest in, is riding against a virtual competitor when doing the exercise bike. It's artificial and dull, and I don't see other people doing it, either.