Yes, pretty much no one I talked to before interviewing users understood why they were getting rewards. Also in @kr's recent interviews, none of them understood it either.
Most thought everyone was getting them, didn't even notice them, or thought it was some kind of magic determining they were worthy.
Measurement will be tricky. I'll mostly be watching behavior/looking at the stats. Are people engaging in incentivized behaviors more?
We'll probably eventually want to tell people precisely why they got the rewards they got. e.g. "You were 1st to upvote this popular Item. You posted this popular item. You contributed this popular comment. etc."
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