I feel that blizzard should read this as well as all you loot whores out there.
Heres a quote from the article:
"A related series of studies shows that intrinsic interest in a task -- the sense that something is worth doing for its own sake -- typically declines when someone is rewarded for doing it.
If a reward -- money, awards, praise, or winning a contest -- comes to be seen as the reason one is engaging in an activity, that activity will be viewed as less enjoyable in its own right.
With the exception of some behaviorists who doubt the very existence of intrinsic motivation, these conclusions are now widely accepted among psychologists. Taken together, they suggest we may unwittingly be squelching interest and discouraging innovation among workers, students and artists.
The recognition that rewards can have counter-productive effects is based on a variety of studies, which have come up with such findings as these: Young children who are rewarded for drawing are less likely to draw on their own that are children who draw just for the fun of it. Teenagers offered rewards for playing word games enjoy the games less and do not do as well as those who play with no rewards. Employees who are praised for meeting a manager's expectations suffer a drop in motivation. "