Because, as a game designed to evoke some safe, non-dangerous lives – something is turning into a negative catalyst. Sadness, doubt and jealousy are gradually released. Characters understand how they can not communicate with their partners. Relationships are collapsing.
It seems that Big Swap must be an attractive theater in the paper, but somehow it continues to be a lifeless story with curiosity. The director was expecting a universal dimension in storytelling, but the inner city setting (actually Bristol) was never explicitly stated; and we only see bed-jumping heroes interacting with other members of the near social circle.