Between the skinner box gaming industry and web, and the circus that is politics and war, the fact that we are both unabashedly exploiting this and unabashedly being exploited by this, makes me kind of pessimistic.
http://www.ncbi.nlm.nih.gov/pmc/articles/PMC3845016/
> Studies have shown that reward uncertainty rather than reward per se, will magnify mesolimbic DA, both in monkeys (Fiorillo et al., 2003; de Lafuente and Romo, 2011) and healthy human participants (Preuschoff et al., 2006). In PG, accumbens DA is maximal during a gambling task when the probability of winning and losing money is identical—a 50% chance for a two-outcome event representing maximal uncertainty (Linnet et al., 2012). Although non-dopaminergic neurons might also be involved in the coding of reward uncertainty (Monosov and Hikosaka, 2013), these results based on electrophysiological and neuroimaging techniques indicate that DA is crucial for the coding of reward uncertainty. This suggestion is corroborated by a large number of behavioral studies, showing that mammals and birds respond more vigorously to conditioned cues predicting uncertain rewards (Collins et al., 1983; Anselme et al., 2013; Robinson et al., under review) and tend to prefer an uncertain food option over a certain food option in dual-choice tasks (Kacelnik and Bateson, 1996; Adriani and Laviola, 2006), sometimes despite a lower reward rate (Forkman, 1991; Gipson et al., 2009). According to Greg Costikyan, an award-winning game designer, games cannot hold our interest in the absence of uncertainty—which can take many forms, occurring in the outcome, the game's path, analytical complexity, perception, and so on (Costikyan, 2013).