Yes, gamification has been poisoned by "the new SEO" crowd. What was once a useful tool (Nike+) has been abused and bent into all sorts of shapes by people who are, generally, completely oblivious to the decades of game design the techniques build on.

His perceived ineptitude of the practitioners involved is a large part of why Bogost is calling out gamification as a marketing term here. Game designers don't call it gamification. Game designers make games.