I had a driver once mention a promotion uber was running for their drivers if you hit "X rides' in a certain time period you'd receive a $Y cash bonus - the catch was the system made it extremely difficult but not impossible to achieve the goal through subtle gamification techniques.

Big picture tech/gamification has reached a point where oversight/legislation of some sort is long overdue. No restrictions + profit motive with our current understanding of human psychology and dopamine triggers is a recipe for a bad time.