"But what if you make personalisation easier? Consider a game that brings your real world into your game world, all on its own. It could to grab data from the internet about the real world and the gamers that live in it, and weave it into the game experience, for an effect that is both surprising and personally meaningful. You would see yourself in a game without having to put yourself there. It’s not user-generated content: it’s user-generated, machine-mediated content – UGMMC, or as I like to say it, “Ugh-Meck.”" I am super-happy at how well Chris's writing for Edge Online is turning out.