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When I devote time to media – whether it's a game, TV show, book, or slice of delicious chocolate cake drowned in molten frosting lava – I tend to lose myself in it. I think about it constantly. My speech becomes laden with referential jargon, and probably by pure coincidence, my friends start punching me in the throat more frequently. That's the power of a great world, though. You have to drag me away from it kicking and screaming, and even when you do, I bring a few chunks of officially licensed astro turf along for the ride. 

But it's fun to be hopelessly and utterly absorbed in a place halfway across the galaxy from Real Life's day-to-day doldrums. Whether it's a million-mile-per-hour escape from reality or something that ends up hitting all too close to home, there's something downright magical about, say, wandering Fallout's wastes or selecting the “family” conversation option of every goddamn person in Mass Effect 3's entire galaxy. Things like that are, in large part, the reason I play games. 

So I think I'm probably qualified to talk about why transmedia's insidious, spindly web of Facebook games, apps, iOS spin-offs, art books, and delicious chocolate cakes drowned in molten frosting lava is doing it so very, very, very wrong.