"…let's end the era of Bushnell's Law, not because it's useless or base, but because it's wrong. It doesn't explain the phenomenon we have assumed it does. Or more precisely, let's excise the first half, and keep the rest: 'A game should reward the first play and the hundredth.' How? By culturing familiarity and constructing a habitual experience. By finding receptors for familiar mechanics and tuning them slightly differently, so as to make those receptors resonate in a new way, and then coupling those new resonances with meaningful ideas, practices, or experiences." A rather good – and certainly thought-provoking – Ian Bogost piece over at Gamasutra.