We don't see it as making "tech addictive," but that's the story the press likes to tell about us. Behavioral Design is a lot more than "do it more." The understanding of neuroscience that we now have, and the ability of machine learning to quickly 'understand' a user is opening up a whole new frontier of ways to change people. So far, these techniques have only been used to make games and social media addictive; we're making it possible to use it for everything else.