Yup, I did basically train it. He didn't really have a desire to fetch much besides in the house a few times down the hall. But now he plays fetch, and will go fetch a ball when I use the Chuck It and fling it as far as I can, even in 'unknown' places or new places, which he NEVER used to do. It's really awesome because I can give him so much more exercise now, on days when I just don't have the time to do long walks etc.
But it took a bit of time, and since he's so food motivated, I did reward him with treats for bringing the ball back. I still keep treats with me, and will usually reward him 50% of the time for bringing it back now, just to reinforce that I am glad he's having fun, but most of the time he does it just because it's fun now.
I had him on a long line and would throw it (not very far) and softly tug on the leash a bit if he seemed to forget, and he wouldn't get a treat unless he brought the ball back to me. Then we started longer distances. He also watched my uncles dog fetch with the chuckit and something about having the chuckit brings out a lot of excitement in him, moreso than if I'm just throwing it with my hands. He's not *perfect* now, he doesn't usually drop it at my feet or anything, but he brings it pretty darn close, and close enough, and he really has a lot of fun playing now which is GREAT.