Nothing new but IGN and Gamesradar posted this article and it says the creators of this game used phycology and science and a bunch of tests on people and other mumbo jumbo to make us addicted and coming back for more. Bungie Used Science to Hook Players on Destiny http://www.ign.com/articles/2015/04/02/bungie-used-behavioral-psychology-to-make-destiny-appealing? http://www.gamesradar.com/heres-how-bungie-trapped-average-playtime-destiny-77-hours/
As you said, this is nothing new. I posted this as a reply in another thread but thought I'd put it here too.
Bungie isn't the first to do this and they won't be the last. Psychology is used to help sway consumers in everything from tv and radio ads, to movies, television shows, print ads, you name it ... when you dump millions in to a product, you want results, and psychology will provide them.
http://www.fastcompany.com/3032675/hit-the-ground-running/5-psychological-tactics-marketers-use-to-influence-consumer-behavior
http://theweek.com/articles/451660/psychology-video-game-addiction
Even color selection affects our brains which in turn drives other emotions / decisions (per the above image)
http://www.helpscout.net/blog/psychology-of-color/
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