What would you like to see gamified? and Why?

If you had a magic wand that you can swing and gamify anything, what would you gamify and why?

Please be specific. For instance instead of saying "gamify workplace", please specify like "Customer Relationship Management (CRM) systems to improve user experience and boost user adoption which is vital for a successful implementation".

It can also be an example you have seen else where and wanted to share with us.

As a recent MBA, the first thing that comes to my mind is the heavy, expensive textbooks. I would love to gamify text books along with other educational material and turn them into dynamic social e-books and apps, to encourage students discover instead of just learning. Over the course of 2 years the text books cost more than an iPad (or any other tablet on the market), which is a shame. There are some attempts but no complete solution that incorporates dynamic content with a social game experience. This is a huge market by the way :)