Fraser-Robinson pointed to examples started by EVE Online, such as the inclusion of a robust virtual economy and the inclusion of a professional economist to provide advice about that changing economy. He believes that companies should start following the carefully planned advice of economists, even going so far to add one to your staff for consulting.
On the other side of the fence is Broken Toys writer Scott "Lum the Mad" Jennings. He makes the point that MMO companies do need to re-evaluate their own business models, as people will gladly co-opt an outside agency to buy gold from, yet they don't tolerate the company that runs the game selling gold for cash. Sales models need to be adapted on a per-game basis, and not blanketed across the industry. Scott has much more to offer on this issue, so check out his own blog on the matter and weigh the opinions for yourself.