Yeah, this is the biggest gripe we hear about much of the existing language learning landscape. That they're effectively gaming apps masked as language learning apps.
However, gamification can only do so much and I'm afraid language learning is a lot like learning to code: many people want to want it but few actually want it. In that case, presenting as a "want it" when you are a "want to want it" is social proof and largely unrelated to whether you are actually learning (as long as the pretense is kept up) — hence the success of Duolingo despite the relatively poor real-world outcomes. In Duolingo's case the streaks are even explicitly considered to be social proof.