Badgeville is going to be huge. For some reason game mechanics really can affect user on-site behavior. For example, HN would still probably be just as awesome as it is without the karma counter, but there is something about having it there, even though it means absolutely nothing. I care way too much about it -- in a subconscious way. I don't let it affect my commenting, but I would be lying if I said I didn't glance at it, and wasn't aware of it in an almost hypnotic way. It's just there. Maybe it's growing up in the gamer generation that's permanently internalized any on screen score as being important. :) But, yeah, Badgeville has already signed up something like $50K (or was it 500K?) worth of new customer subscription revenues, including TechCrunch. They're just getting started.