Isn’t this just an exemplary application of the classic game design mantra of making it ‘easy to learn and difficult to master’. In this case simply to keep you engaged for as long as possible. When Excel was introduced it solved an accounting annoyance and people went out of their way to learn the tricks — like the books you had to test.
I don’t think what you describe supersedes intuitive design, it’s rather the inclusion of game mechanics into UX. Interestingly this design mantra has it’s critics among game designers as to being too addictive.