The quote in the title is from a presentation I heard at GOR by Holger Lütters from a German company called webAHP. His general point was that online surveys are mostly pretty boring affairs, that it shows in the relatively high levels of satisficing we sometimes see, and therefore we need to do more to make completing an onlilne survey more of an engaging experience. He showed a variety of different scale presentation styles, all very graphic and colorful. You can see examples here . Their pièce de résistance is something they call "the Sniperscale."
You can see a static image on the left but to really experience it go to the Web page link above and to the very bottom of the page. As you will see, this is an obvious attempt to bring video game features to Web surveys.
I am undecided about whether this is a good idea and there has been almost now testing of how this works in practice. One thing for sure is that we need to some new thinking to deal with the satisficing problem in Web surveys. As we begin to measure this in some of our surveys we are discovering worrisome levels of straightlining and evidence that too many respondents simply are not reading the questions in our grids carefully.