Eh, I dunno. The light gamification of every. single. thing. I interact with definitely gets old. Some times I just want a tool to be a tool, not an interactive "experience" that tells me "good job!" or gives me a Gold Star after I perform random task X.

If given the choice between a service that just does its job, and one that 'engages me as a user', I'd tend to choose the former most of the time -- doubly so for something like a reader.