After mowing the lawn yesterday I remembered that Gears 3 started their online beta testing. A few hours later, even though I was outmatched and outgunned, I was completely sucked in and screaming/laughing at the TV. To incentivize testing and game play, they've built in experience level-ups and unlockable weapons. How could someone NOT get addicted?
Now all I have to do is get my mandatory 2 pages of writing in BEFORE going back in.