But that's just the point. At one time, nobody knew what Volvo or Wii or Band-Aid were. For that matter, there was a time when Computer Science and Cultural Studies and Anthropology were neologisms that had to be defended against accusations of absurdity or mere unfamiliarity. So it is for new areas of interest today, which require determined effort on the part of their proponents to lend them coherence and definition.
via bogost.com