I think Moulthrop really hits the nail on the head in his chapter on ludology. I got the sense that he deems the traditional models of narrative, story, and drama (as applied to television and film) cannot be used to accurately describe interactive video games. Furthermore, he seems to indicate that academics are having an awkward time trying to classify and investigate the simulation/video game industry.
“A billion dollar industry is as much a cultural as an economic phenomenon.” Despite the fact that traditional investigation has ignored interactive gaming, the cultural relevance is no longer questioned. Therefore, it is interesting to note how academia and others scramble to define, shape, and help steer the technology. My BIG IDEA is simple; why define every detail of the industry and medium? Is it possible to leave this one alone? Instead of academics clambering to add classifications and vocabulary to every nook and cranny of video games, why not let the industry make creative resolutions themselves? Do not force them into models, vocabularies, and other imposed boxes. Let the industry be as creative as it wants to be. The fact that Ludology is even a term bothers me.