If you measure someone's brain and see very little activity during a task, it does not necessarily indicate that they're not trying - it more likely signifies that they have worked hard in the past to burn the programs into the circuitry. Consciousness is called in during the first phase of learning and is excluded from the game playing after it is deep in the system.

Incognito: The Secret Lives of the Brain (ed. Vintage, 2011) - ISBN: 9780307379788