Well, this is the point. If we do things because we have added in a "game" feature, then will we stop doing those things if/when the game is removed from it?

Gamifying good behavior is just the latest form of "Nudge theory" which applies positive feedback or design elements to guide users toward a specific action. I think in an of itself is not a bad thing but has had some criticisms [1].

[1] www.slate.com/articles/health_and_science/new_scientist/2011/11/does_nudge_policy_work_a_critique_of_sunstein_and_thaler_.html