On a traditional view of cognition, we see the agent acquiring stimuli, interpreting these in some way, and producing behavior in response. An increasingly popular alternative is the predictive processing framework. This sees the agent as continually generating predictions about the world, and responding productively to any errors made. Partly because of its heritage in the Bayesian brain theory, predictive processing has generally been seen as an inherently Bayesian process. The `hierarchical prediction machine' which mediates it is envisaged to be a specifically Bayesian device. But as this paper shows, a specification for this machine can also be derived directly from information theory, using the metric of predictive payoff as an organi...