Norman's critique is indicative of the issue that while using the word natural might have become natural, it is coming at a cost. In other words, precisely because the notion of naturalness has become so commonplace in the scientific lexicon of HCI, so it is becoming increasingly important, it seems that there is a critical examination of the conceptual work being performed when it is used. There is a need to understand the key assumptions implicit within it and how these frame approaches to design and engineering in particular ways. A second significant element of this perspective comes from Wittgenstein, and his claim that, through action, people create shared meanings with others, and these shared meanings are the essential common ground that enable individual perception to be cohered into socially organized, understood, and coordinated experiences.