"The thing I want to get at is – I’m not trying to blame players here – what I am saying is, if you’re the CEO of McDonald's, you should not feel good about your job, you should feel ashamed. We don’t have that in the games business -- we don’t have that sense, because we feel like they’re 'just entertainment.' We don’t feel like we can do things we can be ashamed of yet," he added.
Blow believes that according to WoW, the game's rules are its meaning of life. "The meaning of life in WoW is you’re some schmo that doesn’t have anything better to do than sit around pressing a button and killing imaginary monsters," he explained. "It doesn’t matter if you’re smart or how adept you are, it’s just how much time you sink in. You don’t need to do anything exceptional, you just need to run the treadmill like everyone else."
"You don’t come away from WoW with that in your head, but that comes through subtly and subconsciously," Blow added. "It’s like advertising and brand identity. People identify with their activities – same thing with games, people are products of their origins and their environments. We’re giving them these environments and helping to determine what they’re going to be."