A University of California Irvine anthropologist named Bonnie Nardi has been studying one of the strangest cultures known to man lately, and she's going to be presenting her findings in a book called "My life as a Night Elf Priest" -- that's right, she's been taking notes on the weird sociological experiment known as Azeroth. It sounds pretty interesting -- she's been examining the way Chinese and American players play the game (and of course the differences between them), and she's also looking into how games like WoW can bring us closer together rather than isolating us socially.
It's funny -- as a genre and a technology, MMO games are actually in the absolute earliest phases of their history. Socoiologists and psychologists have been studying real humans for thousands of years, and yet it's only in the past few decades that they've gotten access to MMO games, like little petri dishes of condensed human behavior. Nardi may be one of the first to try and scientifically examine how players use (and are affected by) this technology, but she'll definitely be far from the last.