Reading Competitions, Accelerated Reader and Extrinsic Motivations

Don't know where I stand on the issue of using competition to encourage reading. All five of our reading teachers use Accelerated Reader and I argue how much I hate the low-level complexity and extrinsic motivation involved with it, but they are unyielding and it is still in use at my school.... What do you guys think? 

From BBC: Reading: Competition to encourage love of books

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