Remember When Games Had Scores, and Winners and Losers?

My friend James Curcio whose brilliant book "Join My Cult" you should all rush out and buy (then buy twenty more copies to send to your friends) has been trying to engage his e-mail list in these games for the past few weeks. I didn't really get it (guess I'm too old or too dense) but now the Guardian is spreading some light on this phenomenon.
I'm still not sure I get it.