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These sorts of enviroments are a fascinating phenomenon to me, not necessarily from the standpoint of the environments themselves, or the experiences they help facilitate, but with the degree of engagement, dedication and time investment that people willingly and independently put into them.

why the obsession with delineating where learning stops and open-ended fun begins? Why must there be a distiction?

I have not looked into the particulars of this study nor current issues in neuroplasticity in depth, but this experiment at least draws my attention because of my interest in educational games and simulations (and gaming in general).  I have often wondered, for instance, about violence in video games, and though there is no evidence that violent video games make people more violent, the really interesting question, I think, is whether or not acting out violently in a video game alters the brain differently than acting out violently in real life.  Likewise, what about other behaviors that can be acted out in high fidelity through a game from stealing in Grand Theft Auto to cyber spouses in World of Warcraft.  Do these activities affect one's neural mapping?Obviously, there are other, more curriculum-oriented implications of this study that are probably more pertinent to my field, but I think that generally we tend to view digital experiences in a different way than real life experiences, and if it's all the same to our brains, then it seems like that is something we should be conscious of when designing and consuming digital products.