[throwaquestion5]

"I realize that some people who “play to have fun” and who currently form the majority of players have voiced their reservations toward these new trends, and understandably so. However, I believe that there will be a certain number of people whose motivation is to “play to contribute,” by which I mean to help make the game more exciting... with advances in token economies, users will be provided with explicit incentives... this will lead to more people devoting themselves to such efforts and to greater possibilities of games growing in exciting ways. From having fun to earning to contributing"

You weren't kidding. They really want people as grunt workers in the virtual world. I guess that's why they are trying to remove any association with the words 'games' and 'fun'.