There are a growing number of people who have a significant emotional connection to an online community. For them, being an active part of the community is important, often very important. The IT Professional may be in a position to structure the rules of participation in an online community. What responsibilities does she or he have to make certain that people are treated as human beings, and not a "toy" subject to the arbitratry roles of the game, or to be subjected to a detailed marketing campaign directly inspired by actions of the individual within the community.