The Makefile is there to make development easy.
So far it is a pain to run QA tests as for some reason this happens:
keeppppgoing x ~/Sites/w/extensions/MobileFrontend $ make cucumber
Running Cucumber tests...
Please ensure you have a user account for User:Selenium_user
Could not find data_magic-0.15.1 in any of the sources
Run bundle install to install missing gems.
make: *** [cucumber] Error 7
Deleting the Gemfile.lock solves this problem but not clear why.