Overheard, at brunch: two tech entrepreneur types discussing World of Warcraft. What server are you on? What guild? Oh yeah, me too, I heard it's a good way to schmooze.

Is that true? Has logging in to the world's most popular massively multiplayer online game replaced a few rounds on the links as the way to make the right business connections in a tech-driven culture?

The particular Guild discussed by the brunchers above was started by Joi Ito, who became a WoW fan after embarking on the game to do some research on social networks. Joi, the money-and-idea guy behind internet companies PSINet, Digital Garage, Infoseek Japan, and social software like Moveable Type, Technorati, and Socialtext, has quite a few hangers-on who hit him up for advice, money, or access to his Rolodex.