Great article in Wired: http://www.wired.com/wired/archive/11.0 ... x2_pr.html

HIGHLIGHT:

"People get really preoccupied with, 'Are you going to top yourselves this time? Are you really gonna come up with a zinger?'" Gaeta tells me. "My job has nothing to do with making zingers. The point is not to knock you over with a visual trick. The point is to be able to construct events that are so complex, in terms of what human bodies need to do, that the total 'effect' is impossible choreography. 'My God! It looks real, but it just can't be.'"