I'm a game designer. I can tell you that seeing the "gamification" movement makes my stomach churn. These are just a bunch of f*ing reward schemes. Web developers don't have a clue what game design or game mechanics are, and with sites like these, they never will. I think we need a new term, perhaps "reward structures" is enough. Sadly it isn't as "trendy" as gamification sounds. Equating game design with reward structures blatantly disregards the "toy" aspect of games. Games are meant to be fun. Reward structure is part of that, but not nearly the entire thing.