From the feature article:
"What would gamers do if achievements suddenly disappeared? That is a question that, I'm sure, runs through everyone's head at some point in time. To most 360 gamers now, achievements are an everyday thing. Some people are even addicted to collecting these digital points as if their life depended on it. Others just look at them as a meaningless add-on and play the game they bought, instead of focusing on the size of their number. But what if, one day, the achievements suddenly disappeared? What if Microsoft made an executive decision to permanently delete all achievement points and make it like the old days?"