There's a lot to learn from behaviorism. Certainly the notion that we should be scientific and systematic and not just rely on people's reporting of their feelings is a worthwhile endeavor. And some of the concepts that behaviorism focuses on, for example, the importance of feedback, the idea that feedback loops can systematically modify people's behavior is an important finding and one that's quite relevant to gamification. And the different kinds of rewards that we talked about can help us see how to construct different kinds of systems to motivate behavior. But there are serious limitations and blind spots to the behaviorist approach, and we need to understand them in order to have a full picture of gamification.