Because it’s all rather brilliant. Even if you consider the music a bit cloying, PC Music is practically the only tribe in music at the moment reacting to the digital environment around us – a world in which screenshots are the new ‘Sgt Pepper’ sleeves and pseudo-advertising imagery replaces dull band photos. Even though it’s hard to know what’s going on, it’s clear there’s a story unfolding, via teaser videos or arty showcases at SXSX.

Basically, if immersive theatre revolutionised the way people engaged with drama, it’s possible that PC Music might have hit upon a similar mode for music. Or it could just be a cavalcade of hipster art wank.