Third concern about behaviorist gamification and this one is really more specific to gamification. When gamification focuses too much on behavior, it tends to focus heavily, as I've talked about, on rewards and those tend to be typically non-tangible rewards. They're just things like badges and being at the top of a leaderboard and those more often than not, are based around status. Status is a very powerful motivator. It's not something tangible but we do lots of things to get status. We do lots of things because we want people to think that we're cool. That's the reality in the terms of how people act and so, gamification leverages that fact that we love status and it learns from things like frequent flyer or loyalty programs. Here you see the United Mileage Plus Program and they tend to focus a lot on the great status you get if you're in the higher tiers. You get better seats, you get to board first, you get access to the lounge. You get in some cases to walk on a red carpet going on the plane. You get a special card that no one else gets. You're cool. You have high status because you're at the top of the program and the notion is people chase that status and yeah, people do but if you just focus on that, you tend to think that everyone chases status all the time. That's just not the way people work. So when I say everyone here isn't Tom Stuker, Tom Stuker is the number one leader in the United Frequent Flyer program. He's flown over 10 million miles on United Airlines. He's had whole planes named after him because he's so far at the top of their leaderboard and you can say, well, that's great. Look how the Mileage Plus Program motivated Tom Stuker but most of us look at that and say, I'm not flying 10 million miles. There's no way I'm getting to that point. There's no way I'm going to put so much energy into flying and flying and flying, even if I think there's some status value, that's just not important enough to me and status does motivate people but it certainly doesn't motivate everyone all the time. We're not all constantly looking for that social approval and looking for people to think that we're cool in every walk of life. We do things for lots of other reasons. We do things for tangible reasons. We do things for altruistic reasons. We do things for social reasons with our friends. There are lots of reasons we do things that status doesn't explain and the behaviorist approach has a tendency in gameification to reduce down to a heavy status focus, which tends to lead to missing of some of the other kinds of benefits that can be delivered from a gamified system.