One reason people play life sims, says former Sims studio head Rod Humble, is that they offer a noncommittal way to explore self-identity. Players can try on lifestyles and experiences they're curious about, but if they feel uncomfortable, they can always hit the eject button by deciding that they're playing a game about their sims rather than as them. That tendency to experiment and then retreat was completely apparent during focus groups, according to Humble, because players would deny doing things he watched them do.
"Remember, we've just watched these people play the game," Humble told me, "and I had people come out and lie to us, to the whole group, about what they just did."
