Cognitive Surplus circles back around to that first video, ending on the story of the little girl looking for the mouse to interact with Dora. “Here’s something four-year-olds know: … media that’s targeted at you but doesn’t include you may not be worth sitting still for.” The lure of interactivity is what makes our MMO world so compelling. The gameplay rarely beats what you can get in most single-player games. We are here for the shared world, for each other, and in some cases for the chance to help build that world we share. I hope that we are building a world full of people used to changing the world, although I fear that we are instead conditioning people to expect incremental personal achievement in a world that reverts back the moment you stop paying attention.