for the record: I develop games for people who play games to have fun
I mean achievements CAN be fun when they are used to nudge players into exploring a different playstyle.
I don't think I would have considered using no powers in Dishonored 2 if the game hadn't suggested it via an achievement and that led to me having fun with the game for longer.
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Speedrun timers are another nice example: Many people probably wouldn't have considered doing that and some of those will get hooked.
Achievements don't have to be just "collect every X/finish area Y".
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I just put all that stuff directly in the game