Well, one part of a proper education of a child is to teach them that life isn't about gratification. Neil Postman made this point already in Amusing Ourselves to Death. By educating kids with Sesame street you didn't teach them to love education, you taught them to love television.

When you make learning synonymous with fun people start to believe that if they aren't having fun they aren't learning. Which accounts I think for something that a lot of teachers at all levels have observed, kids are increasingly unable to learn if there's no immediate reward.