In the 60s Marshall McLuhan taught us "the medium is the message." In the 80s Scott McNealy taught us "the network is the computer." Now the 20-year cycle repeats, as Realtime Worlds' CEO David Jones teaches us that players can be the content, according to an article on Gamasutra where Jones describes a lesson learned from Crackdown, where they found players experiencing the game in different ways than the game's designers intended, leading to the sandbox approach to their upcoming All Points Bulletin. The content comment came in answer to a question about ABP single-player play, "You’ll be able to play APB as a single-player game," says Jones, "but it’s the other players that will be the content." Other comments from Jones at the Develop conference include APB will have 100 players per server, car customisation “better than Forza” and "Online is very much untapped". Also, VG247 Livebloged Jones' Develop 2009 keynote.