I would say it's along similar lines to the psychology of 'near-misses'
Apparently a near-miss makes a game more compulsive and has a greater psychological effect than an actual win.
I've watched a few (quite serious) videos on youtube about gambling psychology.
The last one I saw, they had a guy who was addicted to slots, sat in front of a computer playing a simulated slot game. where they could control the number of near-misses , losses and wins, and monitor his brain activity, with whatever piece of equipment it was they used.
And, yeah he did respond more from a near miss than an actual win.
BUT, I wonder if any of these gambling psychologists have ever tried studying 'normal' players, playing with their OWN MONEY?
They may find that rather than making a game more compulsive from near-misses and 'phantom features'. They actually just piss players off.