Gamification as Goal Concept Waning?

I was involved in a number of applications in the enterprise that would today be called gamification.  Involving people to engage with systems and data to compete for better value.  Using the concepts used in online games.  Since then I have given several talks on the subject, advised people on its use, even interpreted specific marketing examples and written about that here.   I detect somewhat of a decrease in its  use in the hype cycle of technology.    That is not uncommon.  Should we go into a project with the major goal being to gamify an interaction?  Or should it be considered one technical tool that can be added to the mix as needed?  Too much of the former has occurred.   More here.  In an E-Commerce Times article. " ... Using gamification to enhance the user experience must take different user motivations into account. For example, if the goal is to drive user to donate to a cause, a reward system should engage them to return more frequently and feel emotionally connected with the process. A ranking system might be implemented to encourage friendly competition between users.... "