Mark makes some excellent points. We are rapidly evolving the BattleCell game (BattleCell.com) to fit the gaping-wide hole that has become today's Social Gaming world: If it's a Social Game, how come I can't interact with my friends and other players? Zynga has brilliantly demonstrated that you can build a successful business model by effectively marrying good viral marketing (aka, News Feed) with the addictive behaviors identified in your article. Today's Social Gaming offering is comprised of hyped up Tamagotchi digital pet reproductions that allow players to look over their friends' shoulders. One can't really argue with success, of course. But, Mark's final statement nails it --players are left wishing that the game was more fun, that it had more depth after all their investment, that it offered something more meaningful than just another way to spend one's time.