That this applies even to such a recent medium as electronic games is illustrated by the debate on the genre of computer and video games. Why is classification important? The debate on genres is not being carried on for its own sake. On the contrary, having clear-cut categories is a great help for con­ sumers, media theoreticians and produ­ cers alike. The regular quantitative market surveys launched in Germany a few years ago revealed genre changes indicating some very interesting shifts in consumer behaviour. Classification enables custo­ mers to pick out their favourite games on the overflowing department store shelves. Media theoreticians often proceed in the same way by making a trite reference to the genre at the outset of their treatments.