 The individual reading and processing the information does so relative to their preexisting internal state, consisting of what they already know and have experienced, and only then acts.MacKay further muddled the role of information and its meaning by introducing the idea of reflexivity and feedback loops into his thought experiment.By claiming that the influence of the original message on the initial observer could be perceived by a separate individual, MacKay turned the second individual into an additional observer which could be elicited to react just how the initial observer did, a reaction that could then further be observed by a nested doll of observers "ad infinitum".