Yeah, they sorta missed the boat I think. They should have created a distributed system like Heyzap in addition to their portal site. They should really acquire Heyzap now though.
Another problem with this is that the other portals that the game would be distributed on are our competitors. They're not really going to take kindly to having our achievements on their site. And frankly, they're not going to want HeyZap's, either.
Either people don't care about achievements outside of destination sites, or they do.
If they don't, nobody will use it.
If they do, you have a smash hit.
Seems like a worthwhile experiment.
Most publishers we talk to love it. We want to open up this data and allow creative applications of achievements, both in the given community and in the wider social graph.