Everything There Is To Know About Lift (Obvious Corp)

There was a section I found fascinating:

"We want to eliminate willpower as a factor in achieving goals. Imagine smooth, fun, optimized, self-reinforcing paths for every aspiration. That would qualify as a giant impact on human potential. We think we can turn chores into positive draws."

Isn't willpower self-reinforcement?

Still, it appears that gamification of a general, broad based goals is something worth doing.