Friend Points - Deus Ex Machina?

Yes , I think this is the purpose of the update is to give people incentives to visit neighbors. I don't think it will die away because this is a leveling system. So, when ea feels the time is right, they add more levels. Brilliant. Considering how crazy-go-nuts people are to collect every item, as long as ea keeps adding items, people will keep visiting. Or buy them with donuts so it's a win either way for ea. And us, really, because it keeps people invested in the game which makes it better for everyone.

And no, I don't work for ea, I just love this idea ;)