Built to Play is amping up the disappointment, as we take on failure. That's a failure to play and a failure to learn, starting with why play video games in the first place.
We suck at video games, as a species. Yes, some of us are amazing at Street Fighter, and that Chinese team won five million dollars in Dota 2, but on average most of us lose more than we succeed. In Call of Duty, you likely failed more levels than you won. In Super Meat Boy, people come close to throwing their controllers across the room in frustration. Rage-quitting is a word most players recognize and have experienced. So why do we play?