Ya, because maybe the iPhone is the best example of exactly what he's talking about. The iPhone has always been something of an enigma to me. In all of the shor

Ya, because maybe the iPhone is the best example of exactly what he's talking about. The iPhone has always been something of an enigma to me. In all of the short-term usability testing I've seen (and done), it's performed really poorly. Yet the overall engagement is through the roof. I would argue it's primarily because the iPhone feels like a game when you play it. It rewards you for doing the right thing. It provides a lot of feedback. It's smooth and quick... It's exactly what the author is talking about.