Eating cookies in the sandbox

Ahhh, don't you just love it when a game eats up your free time without a blink?

I was originally going to post about Tim Shafer's Brütal Legend, and about innovation, as I had finally gotten around to completing the game.  (Well, 97% complete, as I still have a bunch of dragon statues to free, should I actually devote the time to do so.) Then something happened....

Cookie Monster

So, I just passed the 15,000 mark in my Gamerscore, and am now fifth place in the imaginary race I have against the others on my friends list, none of whom seem to be aware that there is a race.  Gamerpoints are important stuff, damn it!

When did gaming become so competitive, and when was it decided that we need cookies to get us to play?