Thoughts on personalized "addictive" learning?

Just came across this article on Ahura AI:

a company attempting to use facial and screen recognition to adapt in time what learning materials the person is presented with, i.e. if an online student seems like their mind is drifting reading something, Ahura will present a video. The intention is to make online learning more effective, and possibly addictive to the student.

What are people’s thoughts on this approach? On one hand, this further develops techniques for attention grabbing and making the online space more addictive. On the other hand, learning is good for the brain, so maybe this is the only viable approach to helping people focus themselves on something productive while on the internet.