Are social players more valuable to the long-term success of MMOs? Absolutely. Can studios focus exclusively on such players, ala darkfall gold? Of course. But in so doing they leave literally millions of dollars on the table. And so the reason we see a “dilution” in the MMO identity is precisely because developers are seeking out the most profitable piece of that Venn Diagram – the intersection of single-player and MMO – by trial and error writ large.