There is nothing wrong with a design methodology that seeks to engage users of a product. There’s nothing wrong with a design methodology that aims to make products more fun to use. But I am worried by a design movement that assumes that users are easily distracted, and I am worried about design methods that seek to mimic game (and particularly videogame) design hooks to retain users and their attention. I am worried about the assumption that attention is a problem. It seems to assume and accept that continuous partial attention is for everybody.