Studying WOW. I should have thought of this.

FINALLY!! Our tax dollars going for something worthwhile!

On another note: color schemes and aesthetics...those Chinese think they are SO elite.

There have been others too, primarily: http://www.nickyee.com/daedalus/ where we can all participate in many amusing surveys about our online gaming experiences. He's been at it for years, and has scientifically confirmed much of what us players already knew. (That is, of course, what most scientific research does anyway).