Matthew Shaer of PopSci:
"The experiment began at 11 a.m. in Matthew's bedroom in Brooklyn. Matthew bought an app from the iTunes store called EpicWin, a fantasy-themed game designed to improve users’ lives by motivating them to accomplish real-world goals with virtual-world rewards. Before starting the game, Matthew had to pick and customize an avatar that would represent him in the digital landscape of EpicWin. He chose a cadaverous warrior named Calcium Facebone. He held a blunt mallet in one hand. “Add new task,” the screen read. Since Matthew was planning to write a story about his experience, he typed in “Start article.” A surge of ominous music rattled from the iPhone speakers, and Calcium Facebone appeared on a rumpled map on the screen. Miles traveled: 0."