Jesse Schell, a former Disney Imagineer currently teaches at the Carnagie Mellon Entertainment and Technology Center. Basically in this keynote, he's rationalizing the progression of 'games' in the real world using advanced technology.
He outlines the fact that facebook applications have been an unexpected form of revenue generation and are now worth hundereds of millions a peice. He then uses the example of the new Ford dash to exemplify the fact that these games with arbitrary point systems are popping up more and more.
He eventually suggests that these point systems will take over more and more as the SPIMEworld is developed through electronics miniaturization. Eventually you're entire day will be a game of MafiaWars or Farmville in which the priority goal is to earn as many points as possible. The duality of this concept comes from the fact that doing things better (ie brushing teeth - via touch senstive toothbrush; or reading a certain number of novels - via Kindle with eye-tracking support) will support the companies investing in the technology, but also it will encourage users to live a better life because there will be a more thorough and transparent competition going on between all people.
Very interesting. Very scary.