A new competitor advances, sweeping ahead. Old design ideas fall by the wayside, old errors seem ridiculous, old approaches fall far behind. We see narrative everywhere. It's a primitive urge, a way to tie cause to effect, to convert the complexity of our experience to a story that makes sense. We want to see narrative everywhere.
Stories are fun, exciting, comforting.
This isn't just a matter of bedtime stories and art. The point is not that we should add stories to our sites to ensnare narrative-starved readers. The point is that the reader's journey through our site is a narrative experience . Our job is to make the narrative satisfying. Surely a simple, transparent, efficient transaction cannot be the web's highest aspiration.