The cast is pseudosentient, in the same way a god is. It could be aware, but if it is, it is at a level so far beyond the toys that it can't be expressed. I like the idea that sitting unused for so long made the Press come alive, and that its fevered God-dreams gave life to the toys around it. It didn't plan or intend it, but the sheer power of its longing to create once more was what drove the General to create his empire, and for the others to contest it, until by dark fortune the desperate times of the Brickwar led to it becoming awake again. Glad to be given a purpose, it created often and happily, but when the Army Men grew desperate and fed it anythign they could to produce their insane Frankensteinian creations, the combination of its own dreamlike awareness of the subversion of its purpose combined with the torment of the toys recombined drove it into a dark insanity. That is why the Dump is such an unpleasant place. The Press sees its world as dark as the end days of the Brickwar, and by its unintended will, so it becomes. The General's real purpose in stoping his creation was his realisation that the Press itself was aware and getting very, very upset. Whatever it was that caused him to fail in quieting it is the mystery of this piece; whether it was his choice not to silence it, the will of the Press, or the intervention of a third party. Plus, the inevitable ending to such a campaign is finding the truth of the Press and what to do about it, and making your way through a perpetual war between tens of millions of tiny plastic men to get there is a suitably epic adventure. Hell, it sound a little LotR now.