DuoLingo: What makes this resource entertaining?

I compare different language resources, and although some, less known, language resources provide better materials for language enthusiasts DuoLingo is definitely more popular and entertaining for most people. What makes you use this resource?

NB: for the last 3 years I am researching the topic of gamification, so I have my answer to this question: appealing design, gamification principles used on the platform (leaderbord=competition, progress bar\achievements as a form of feedback, the course has a structure, etc.) But I am very curious about your answers.

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