Un-Paywalled link:

https://archive.is/2025.07.25-064258/https://www.lemonde.fr/en/pixels/article/2025/07/25/from-facebook-games-to-a-llama-reminding-you-to-drink-water-the-rise-of-streaks-the-rewards-that-keep-you-hooked_6743699_13.html

Would you like some toast? Some nice hot crisp brown buttered toast.

Is it just me or does this “leak” looks just like another marketing tactic?

Is this some extension to automatic1111, or separate project? Can you share a link?

Yes