GDC Talk: Achievements Considered Harmful?

Chris Hecker gave this talk; Gamasutra coverage here:
http://www.gamasutra.com/php-bin/news_index.php?story=27646

“… because of the idea that, if you do this, you’ll get that, you end up hating the ‘this’ and focusing on the ‘that.'”
And if the “this” is your game, that’s bad.