 While violence is easy to see in online games, there is a much more substantial moral value at play and that is the politics of virtual worlds. Peter Ludlow and Mark Wallace describe the initial moves to online political culture in their book, The Second Life Herald: The Virtual Tabloid that Witnessed the Dawn of the Metaverse (2007). Ludlow and Wallace chronicle how the players in massive online worlds have begun to form groups and guilds that often confound the designers of the game and are at times in conflict with those that make the game. Their contention is that designers rarely realize that they are creating a space where people intended to live large portions of their lives and engage in real economic and social activity and thus the designers have the moral duties somewhat equivalent to those who may write a political constitution (Ludlow and Wallace 2007). According to Purcell (2008), there is little commitment to democracy or egalitarianism by those who create and own online games and this needs to be discussed, if more and more of us are going to spend time living in these virtual societies.