It raises some really interesting issues. In particular I like the idea of "the fanboy gene" that it presents. One of my favourate books is "The Elfish Gene", which could be the story of a number of people I know's lives (and somewhat my own!). This idea that some people, through their experiences, are simply drawn to certain products more isn't of course a new one. No-one is going to be winning any prizes for saying that geeks are drawn to geekish things after all. But I do think there's something to be explored not only about the emotional investment concept in the article, but also how that concept is driven or encouraged by the nature of the gameplay experience.
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