Jane McGonical goes into this in her new book Superbetter too. She singles out Luminosity.
Our brains are really good at learning to optimize for a very specific task.
edit: reference
[0] http://www.sciencedirect.com/science/article/pii/S0360131514...
http://theinvisiblegorilla.com/blog/2012/02/15/how-experts-r...