Old news already but it's still a good summary:
http://gamerant.com/...evement-points/Some interesting things:
Naturally, Microsoft sees a plethora of ad-revenue potential in its new system, and that’s fine — “Additionally, by tying the awards and achievements to particular items of video or advertising content, viewers may be encouraged to increase their viewership of the content, thus increasing advertising opportunities,” the application claims.
Nice, seems like we'll now be rewarded for watching commercials. But it gets better:
But then Kinect gets involved. Microsoft envisions using the motion-sensing device to award points for specific physical actions performed during a program (interesting), and simply being present when a something plays (nothing wrong there). But it also seeks to coax viewers to holding up consumer products during a program, with Kinect then scanning the product to award an achievement.
Ergo, next time you play Halo 4 you'll be rewarded accordingly if Kinect 9000 recognizes the following products:

And, as the article suggests, this new reward system would no longer be an equalizer:
We can also the see the system stripping Achievements Points of any skill- or devotion-based merit, and the highest earners no longer being those who pour effort into games but rather those who remember have a box of Doritos Cool Ranch Locos Tacos handy during Agents of S.H.I.E.L.D. In more ways than one, all that’s left in the end are fragments of a shell.
Of course, at the moment, Microsoft has only patented TV-based achievements. There's no hard data on whether or not they'll get around to implement it. However, they have claimed they want to make the TV-watching experience more interactive, (if I'm not mistaken) and this would certainly qualify.
So, I guess the question is, do we want this?