The Destiny app and Bungie.net are great ways to present the lore IMO, and encourage people to discuss the story and share interpretations rather than passively experience it.
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Its not a passive experience if its actually in the game though. You come across a new gun or map and are prompted by a new grimoir notification that you have new info in you journal or what ever. Its a tried and true method that it think they ignored because they thought they knew better. Not saying i don't like the app or online grimoir just wish it was actually in the game.
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But it would be more passive because reading it in game, there is no community discussion. By actively experiencing it I mean you look on Bungie.net and read other peoples interpretations and other peoples Grimoires.