Many technology companies and consumer electronics companies become... You'll see a phone advertised and they'll have like 15 things the phone does. And you look at the 15 things and you think: "Yeah, I want all that, but what does that mean to me, as a consumer?" Some people do analyze products that are generated by consumer electronics companies as utilitarian, but that's not how people experience them. They experience them emotionally. So it's more important to communicate... to take those features and communicate what it does to transform your life. Or make your life easier. Or to make it more fun, or to make it whatever, not by listing the features that are available, but actually giving you a sense of this becoming part of your life, transforming it in some way. I guess I've used that word twice, but it's is. It's adding value to it, but not in a sort of monetary way, but in some emotional way. Which is what Apple does brilliantly. Apple does that in a way that many other companies don't do. And I'm always puzzled why these other companies don't do it.
Some of them are trying to do it. I mean, I think, you see a lot of campaigns for the Android products have this kind of thing as well. But very often they tend to kind of like: Well, we do e-mail this way. You can use your map to do this. You go: "Yeah, well, that's great, but tell me how do I use it." If you look at the Apple campaign, it's fun, it's creative, it's... Now I can play music, whatever it might be, it gives you the sense of like: this is something that'll be fun for me to do. Not that these other companies don't have phones that provide many of those same experiences, but that's not what they focus on.
So, I think, with the tendency in technology is to think in terms of features and not experiences, the tendency in sort of the entertainment world is to think about experiences and structure them, because that's the job you have, creating narrative, but then often they look at technology and don't realize that's what's technology is supposed to be doing as well. And don't see that there's actually a huge amount of commonality between those two spheres. Instead they back away from them and don't engage and understand this is about creating experience. I think people who do games kind of marry that better than most others.