with the intent to mislead others. The executives of SOE failed miserably in making consumers
aware that extensive play of EverQuest could be hazardous to their health. The fact that
characters grow in strength based on the number of hours they play and that logging off could
hurt an online group’s chances of advancing through the game, is evidence enough to suggest
that addiction is a very real possibility. Therefore, SOE should have made this perfectly clear to
potential consumers through informative warning labels on the product.
Responsibility: Being accountable for one’s actions is an important aspect of responsibility.
However, in the face of criticism from Shawn Woolley’s mother, Mr. McDaniel argued that
there is a duty on the consumer to use the game responsibly. This represents failure on the part
of SOE as they simply shifted the blame away from themselves to the customer. SOE failed to
accept fault for creating a gaming environment where there was extreme pressure on players to
continue playing the game and not log off. However, they did not care to apologize to Mrs.
Woolley for the loss of her son despite the fact that they may have been partially responsible.
Caring: Caring implies that companies should be genuinely concerned with the welfare of
others. Therefore, SOE should have attempted to avoid unnecessary harm to those who
purchased EverQuest. However, the game itself was designed in such a way that it created a
false sense of identity and relationships for users. The game also fostered addiction as logging
off could allow your character to be attacked, because, although the player was not online, their
chosen character still remained actively involved in the fantasy land of Norrath. Such rules had
serious implications as players spent huge chunks of time at the computer in complete isolation.
Therefore, this played a role in damaging individuals and their relationships with family and
friends.
- Relativism
SOE’s situation may be further analyzed by identifying reference points and asking whether
or not the majority believes that not taking additional steps (e.g. remove/discontinuing the
product, provide additional warning labels, make the game less potentially addictive), is morally
acceptable. In the case of SOE executives, this would be considered morally adequate. They
heavily manufactured and promoted the product believing that it provided an exciting gaming
experience for users in return for great financial earnings. The consumers who purchase
EverQuest also believe this action is morally acceptable. They continue to play the game despite
the associated risks of addiction and obsession in the hopes of finding satisfaction in a virtual
fantasy world. The families and friends of EverQuest users would argue that such an action by
SOE would be morally unacceptable as the game has led to damaged relationships and the
isolation of loved ones. This view would be shared by mental health organizations and
advocates against online addiction who believe that the game is preventing players from healthy
social interaction and is contributing to users developing a false sense of identity by attempting
to reinvent themselves through their chosen characters. Therefore, such passive action by SOE
would be insufficient to address the potential problems of EverQuest.
- Egoism
Egoism would argue that SOE directors should act only according to their own perceived
long-term self interest. In this case, two major self-interests exist. Firstly, SOE may want to
minimize the negative media publicity generated from EverQuest. There is a great deal of
pressure from families and organizations dealing with online addiction to discontinue the
product, add warning labels, or take other additional steps to make the game less potentially
addictive. Mrs. Woolley has also contemplated filing a lawsuit against SOE for its alleged role
in her son’s suicide. Additionally, EverQuest has already been implicated in the death of a
young child after the child’s crying interrupted the father’s game playing. Therefore, SOE may
want to alter the features of the game or acknowledge potential dangers through more descriptive
warning labels in order to prevent further damage to the company’s reputation.
The second major self-interest revolves around the sales and revenues that can be
generated from EverQuest. At $40 per game with thousands of customers around the world,
Sony has already gained tremendous earnings. Additionally, the revenues from online
subscriptions reportedly resulted in inflows of nearly $5 million a month. Such demand for the
product has left directors considering possible increases in game prices and online maintenance
fees, which would result in even larger earnings potential in the future.
4) Utilitarianism
Utilitarianism would argue that the SOE executives should choose the alternative that
produces the greatest net good to society. The societal costs of not taking additional steps to
change the product may include health problems associated with sleep deprivation, little social
interaction, developing a false sense of identity, and possible even ending one’s life through
suicide. In comparison, the societal benefits of not taking additional steps to change the product
may include a lower price for EverQuest, as new warning labels would not have to be developed.
Additionally, the cost may be lower since the features available within the game would not have
to undergo changes in order to make it less potentially addictive. A comparison of the two
reveals that the costs of not taking additional measures on EverQuest I exceed the benefits.
5) Kantianism:
Universalizability: The concept of universalizability asks: if everyone did it, would it become
self-defeating? Therefore, Kantianism argues that if SOE is not morally obligated to take
additional steps to make their product less harmful to consumers, then the purpose of even
purchasing a computer game would become self-defeating. Underlying this argument is the
belief that a person’s action has moral worth only if it is motivated by a sense of duty or belief
that it is the right way for all people to behave.
Reversibility: Under Kantianism, the executives of SOE would also have to put themselves in
the shoes of those most directly affected – the consumers. In such a position, they would
want SOE to disclose all information related to the potential risks and health hazards that come
with the product. Such information could mean the difference between a healthy and stable
relationship with family and friends, or a false sense of identity, addiction and isolation from
others.
Respect: SOE treated their customers simply as a means to an end. Their ultimate goal was
financial success and profit which was accomplished through the large revenue generated from
the sale of EverQuest. The executives deceived and exploited consumers to advance their own
self-interests which failed to respect the dignity of humanity. In fact, they treated the consumers
simply as objects that were incapable of free choice by using deception and failing to inform
them of possible dangers.
6) Moral Rights
Negative Rights: Negative rights create a duty on others not to interfere. The consumers of
EverQuest have the basic rights to health, safety and life, which mean that SOE has a duty to
disclose the potential risks of addiction, social isolation, hallucination, and compulsion that
are attached to the game. In fact, they also have a duty to change the features within the game
that make it virtually impossible to stop playing.
7) Justice or Fairness
Retributive: Under retributive justice, if SOE executives did not know or freely choose to
manufacture and promote EverQuest without making consumers aware of the potential hazards
associated with the game, then they cannot be punished or blamed for it. However, SOE cannot
claim ignorance or inability in this case. Despite being aware of the facts that the game could be
played indefinitely or that success was built on the number of hours one played, SOE failed to
disclose any possible warning signs. The second component of retributive justice states
that a certain person actually did wrong. In this case, the SEO executives may be held
responsible as they did not attempt to avoid unnecessary harm that was inevitable to consumers,
particularly those who felt lonely or isolated. Finally, the punishment to SOE must be consistent
and proportioned to the wrong or damage that they have caused.
Compensatory: The first component of compensatory justice states that the action causing the
harm to the users of EverQuest must have been wrong . In this case, the failure to disclose the
associated addictive and compulsive problems of the game was negligent and resulted in harm to
consumers. The second component states that the executive actions of SOE must have been the
real cause of injury. Although some psychologists argue that it is the personality of the player
that puts him/herself at risk, the “escape from reality” feature of the game was alluring and
damaging to such individuals with low self-esteem. Therefore, by not disclosing such potential
hazards ahead of time, the executives failed to deter such individuals from purchasing the
product and falling prey to social isolation. The SOE executives also voluntarily caused injury to
the consumers of EverQuest. Despite being aware of the fact that the game was manufactured in
such a way that it was addictive to consumers, they failed to disclose these facts clearly, perhaps
for greater financial success.
Procedural: The major flaw of SOE executives lies in the fact that they were not completely
transparent to consumers. The game was heavily manufactured and promoted without informing
consumers of the potential problems associated with the game.
Societal: SOE executives also ignored the fact that the greatest benefit should go to the least
advantaged. In this situation, the least advantaged would include those who are isolated, prone
to boredom, lonely, or sexually anorexic. These individuals are more susceptible to the online
addiction of Everquest because they have low self-esteem. Therefore, it would be argued that
additional steps should be taken to the game in order to prevent further relationships being
destroyed or psychological problems from existing.
