I do audio for video games. One of my first clients was doing a medieval-themed chess game. The following conversation happened:
Me: So, do you have any reference on how the music should sound?
Client: I want something epic with strong melodies, like the old Sonics or Mario. Something that'll stick in your head.
Me: Hmm I think we should go with something more light. Chess games are games where you think a lot and you don't want intense music that burns your head out.
Client: I get your point, but I really want melodies that'll stick with you.
Me: I Highly recommend against that. Players will turn off the music.
Client: Sticky. Music.