I think the idea more than anything is that such a system would encourage (force?) people to be more engaged in their advertisements (like the high 5 example he

I think the idea more than anything is that such a system would encourage (force?) people to be more engaged in their advertisements (like the high 5 example he gave). In this way, having a more integrated point system is a very natural extension of everything that happens today. The only difference is that because everything is so connected, people will be much more aware of it, and the advertising will be much more effective. The question is if this is a good thing...