According to this OCRegister story, the National Science Foundation has given UC Irvine $100,000 to investigate why Americans go to greater lengths than the Chinese to mod WoW.
About 5 million Chinese play the MMO, twice the number of American players, yet US subscribers produce far more modifications.
“We are examining the many reasons for this disparity, including cultural and institutional factors,” said UCI informatics professor Bonnie Nardi.
It’s Saturday evening, OK? More through the link.