Challenges question

So clearly the challenges feature is remarkably popular. That has me wondering, is there a way that JetPunk can capitalize on this? Is there a way the challenge feature can be used/is being used to grow the user base, promote the website, and/or improve the user experience in a way that increases the site's revenue? I'm curious.

i feel like getting an extra point for beating challenges would be kinda cool? not as much of an incentive for high-level users who have a lot of points, but could incentivize use of the more social features of the site among lower-level users (for whom points are more valuable) and help integrate new users into the community better.

also a secondary "challenge points" scoring system could be cool too