Interesting paper by John McMillan and Mike King of University of Otaga in the recent edition of Journal of Practical Ethics. In my current survey of Second Life residents, (http://www.fourbridgesproject.org/second-life-survey.html) 73% of the respondents say that their avatar is helpful to others in the virtual world while only 66% describe themselves as being helpful to others offline. Not that this is a moral imperative, being helpful to others, but it walks along that line. (Image is from millay Freschi in Second Life and not from the paper itself.)