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.