Jordan Shapiro, Forbes:

By themselves, gameplay actions seem fairly meaningless. For example, most first person shooters are essentially just complex three dimensional virtual simulations of the carnival classic: whack-a-mole. We’ve seen it with many different skins and themes: military, zombie, duck hunting, dinosaurs. Something pops up and the player needs to react quickly–strike a moving target before you miss your chance.

Well put. Great piece.