Edward Castronova at Terra Nova wrote an article about Zynga's and Facebook's decline. He thinks the reason is the lack of payoff at the end:
Are there genuine human fundamentals behind the demand for Zynga products? Yes and no. Yes: There are some people with psychologies such that they want or need mindless, endless, repetitive tasks rewarded on a Skinner Box model. But there are far more who will enter something that looks Skinner-Boxish on the assumption that there will be a major payoff
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