I'm at the tail end too, and don't "get it" but I can see it for what it is, I think. I think for a number of people, money is more of an achievement than something you convert in to goods and services. It's a number on a leaderboard to track and I think likes/favorites/hearts on Social Media may be real similar and far easier to achieve since there is little to no risk and very little work required. They collect them for recognition, self-esteem and to rank higher on a leaderboard, not much more to it. They are earning that next level and winning a game.