.. like it or not, you're participating in the world's largest MMORPG. Lurking is always free. Those that choose to go beyond lurking, to add some tiny bit of content to the web, do it because they find it enjoyable. On some level, they're having fun. If you want to a cultivate a community of participants instead of passive, zombie-like TV viewers who contribute nothing, you should be designing to maximize this fun. As Andy discovered, not designing game-like aspects into community websites is the bigger long term mistake.
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