Yes...I saw this article a few days ago and immediately thought of my project. The psychologica reasons people do the things they do is fascinating...and I think if you want to have a successful website/startup/etc you need to understand the human spirit and what makes it tick. I know I've thought a lot about incentives and what gets people hooked on a process...what rewards are available if a user follows a particular behavior. If you look at successful social networking sites you can see how these factors contribute to its success.