Whenever a service or company purports to make something "engaging" and "interactive" you just know that useability and actual, tangible usefulness are going to go out the window in favour of marketer-driven choices.
We don't 'engage more' with your software/service because you changed everything to optimise for engagement and time spent, we engaged more because it took more time/steps to get the same thing done.
Arguably what we should be doing is optimising for less time spent on an app/service for the purposes of enabling a better/more efficient/more enjoyable experience by letting users get what they want to do done quickly and easily.