Serial entrepreneur and investor Joi Ito, a terribly accomplished technologist, is introducing the audience at the Web 2.0 Summit to the communicative and social power of World of Warcraft. His points:

• A tricked-out World of Warcraft screen looks like a cockpit — it's an amazingly sophisticated interface requiring multitasking and information translation skills.
• It's social — Joi is not only part of a clan for traditional monster-killing, but also several social clubs that include characters from the warring Horde and Alliance clans.
• The social aspects of WoW don't negate the immersive property of the game, despite some theorists' objections.
• South Park. Everyone loves South Park.