Addressing the characters reiterates that the conversation of the game is rooted in the fiction.
Your [GM] moves are not mechanical actions happening around the table. They are concrete events happening to the characters in the fictional world you are describing.
Address the characters, not the players; Make your move, but misdirect; Never speak the name of your move; Begin and end with the fiction; and Be a fan of the characters are the most important principles. Without these the conversation of play and the use of moves is likely to break down.