“The form of any game is of first importance. Game theory, like information theory, has ignored this aspect of game and information movement. Both theories have dealt with the information content of systems, and have observed the ‘noise’ and ‘deception’ factors that divert data. This is like approaching a painting or a musical composition from the point of view of its content. In other words, it is guaranteed to miss the central structural core of the experience. For as it is the pattern of a game that gives it relevance to our inner lives, and not who is playing nor the outcome of the game, so it is with information movement. The selection of our human senses employed makes all the difference say between photo and telegraph. In the arts the particular mix of our senses in the medium employed is all-important. The ostensible program content is a lulling distraction needed to enable the structured form to get through the barriers of conscious attention.“ 

Marshall McLuhan, Understanding Media: The Extensions of Man, 1966:214