Why aren’t we stimulated by deep attention?

When discussing the reasons why individuals are able to maintain motivation to play video games Hayles states, “Stimulation works best… when it is associated with feelings of autonomy, competence, and relatedness”.

Assuming this claim to be true, why is the current generation less likely to associated these feelings to deep reading? Additionally, does the incorporation of analysis and discussion increase the level of stimulation involved in deep attention?