Does buying Fulfillment at level 100 just do a hard reset on your game?

After about 12 hours of grinding it out, I reached level 100, having bought all other upgrades. I bought Fulfillment, assuming that that would be what unlocks Box Quest 2 and the prestige system. But instead, it just said thanks for playing; and when I reloaded the page, it was at a brand new game. Do I have to start all over from scratch and do something different when I reach level 100 instead?