Gamification is what your dad said when you complained about picking up sticks in the backyard, and he replied "Let's make a game of it. See how many you can get done in a minute, and then try to beat your record for the next minute."
Gamification is what makes people practice instruments on Rock Band that would bore them in real life.
That someone who studies games could call it bullshit kinda puzzles me. It may be a silly word, and it may be misapplied to things like FourSquare badges no one cares about, but it's hardly bullshit.