"At the moment, however, the prevailing wisdom seems to be that audiences have to be tricked into buying digital toys. Toys have to be disguised as something else. They don't yet have the framework of expectations around them that allows people to decide whether the proposition is worth it on its own or not, whatever that phrase really means. They're yet to feel entirely legitimate." Lots of lovely stuff in Christian's article here, but this stood out particularly: having to disguise toys to sell them to current expectations and the current marketplace.