[SOUND] And here, there's a complete alignment internally, between my goals and the thing. This is, for example, the way many people feel about exercise. I really want to exercise. It's good for me, I know I should do it. I can say, yeah, I want to exercise, and yet I don't like exercising. It's just not fun for me. I still need some push. I still won't do it just because of love of the thing itself. And then finally, when we get all the way to this end, an intrinsic, the activity has reached that stage where it's worthwhile and motivating, in and of itself. Now, take away here for gamification. All of these may be relevant in a gamified system. The ideal is something that people just love doing for its own sake. But that's not necessarily realistic in every context. So the question is, how to utilize these different kinds of motivation. Appropriately for the situation. And how to push generally, towards approaches, that are more dependent on intrinsic motivation. The more that this is something the person really wants to do for themselves. And it has to be authentic. It's not that you've tricked them into thinking they love do so, doing something, it's that they actually love doing it. And find some meaning in it. They find the fun, in the activity, going back to Mary Poppins, the more you can get towards that direction of the spectrum, the better. So, okay, so, what does it actually take to make something intrinsically motivating?