http://www.cracked.com/article_18461_5-creepy-ways-video-games-are-trying-to-get-you-addicted.html
If you haven't read this, please do. This is why so many people are so upset. Bungievision used this technique and then destroyed it with the reset. All the addicted high-level players felt it, and then realized this is what they're doing.
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Very good article that does a good job bringing psychological reasons for gaming addiction. I have been way to addicted to Destiny(you can check my play time if you don't believe me) and I realize it has affected my life. I have contemplated cutting video games from my life entirely because I don't think they offer anything for me in the future.