GameDaily examines the non-rewards rewards program of Microsoft Achievement Points and the obsession with one's Gamerscore on Xbox Live. Said Gears of War designer Cliff Bleszinski on the phenomenon: "It's nerd cred, man! I mean, it's just a score. You may say it can't be used for anything, but gamers use them for pride. They're pride points ... I read that people are picking up the Burger King Xbox games just so they can score additional points. If that doesn't prove how well this program is working, nothing does."
Sounds like for Microsoft: "Achievement Unlocked." And several already know of the unhealthy obsession Gamespot editor Jeff Gerstmann has for his Gamerscore. He sits in a cold, dark cave babbling for hours (sometimes with intelligent and candid commentary) about Points. We once saw Jeff dry hump his Gamerscore. It was awkward to say the least.