Farmville is still in the top 20 most popular aps on facebook, beat out by things like spotify and tinder. To sand why people commit to this game you must first understand how your fear of loss leads to the sunk cost fallacy. The psychologist daniel conoman says organisms that placed more urgency on avoiding threats than they did on maximizing opportunities were more likely to pass on their genes. And whenever possible, you try to avoid losses of any kind.