Gamification running wild?

ArtLung [Joe Crawford] - Gamification in the wild: Wells Fargo “Badge” earned

"...So here we are more than a year later, and gamification is as close as my local Wells Fargo ATM, it says “You’ve earned a new badge: Express Depositor”:  ..."

While this made me laugh and I thought it kind of cool, it also made me die a little inside too. I don't think there's no surer sign that the gamification bubble is here.