The biggest threat to online games today is the industry’s neglect of the customer—usually a subscriber. How can a group so focused on giving the customer what they want, fulfilling their inner desires and fantasies in an online game be accused of neglecting this customer? It’s simple. It’s the infrastructure. It is all of those “uncool” details like efficient billing mechanisms, tailored marketing promotions, and solid customer service. Many online games companies act like once they have created good, compelling content it is their right to ignore the more mundane needs of their subscribers.