This article is really quite awful in parts. The second half does a fairly good job of selling the social aspect of their game (They have some good ideas). But then there's the other half with such bizarre lines as,
Psychological experiments are interesting, but they have no value if they don't lead to influencing social behavior in real life.
To be fair, the purpose of behavior mod is actually a practical one. The writing in the article is perhaps not the best, but I think the general thrust of the article is correct: there are social problems in online gaming, and these really need to be addressed by developers.
Generally the first half could just be summarised as "I should be able to do whatever I want online, but other people shouldn't. Particularly those evil 'hardcore gamers' and by 'hardcore gamers' I mean 'idiots' because the terms are synonymous amiritegais?"
If your fun requires abusing others, be it verbally or through the misuse of gameplay, I don't think that should be permissible.
People who engage in socially unacceptable behavior typically do so because they get something they need out of it. Usually, especially with children (including teenagers), this is attention. In many cases, especially with children in their early teens or younger, to allow this attention-seeking behavior to persist can actually be harmful to their social development.
I don't think that video games are responsible for turning kids into monsters (obviously), but when these behavioral tendencies are already present, it is socially irresponsible of developers to provide a direct outlet for their expression solely through negligence. As a game designer, I don't think there is any escaping the responsibility you have to provide gameplay which is conducive to a healthy social environment.
That said, I think it's a good idea to talk about this, to bring up environmental elements which are conducive to positive behavior modification and to discuss how current environments may encourage the mistreatment of players.
The article has a very relativistic notion of 'anti-social behaviour', where anything 'negative' is treated with similar weight. ie...
"I had this terrible experience playing *GAME X* online, where I was racially and sexually abused by multiple people for half an hour straight."
"I know your pain man, once I was totally going to capture the flag and this guy on my team totally cut in front of me. It's like the holocaust all over again."
This is related to the main problem here, different things offend different people. Making the game 'safe' for one person by banning one action, might be removing part of the fun for another. Obviously, if you continue to cut out elements of the game you're going to piss off more and more people (See the poor reaction of many people to Nintendo's ultra-sanitised online play.) This is fine to a point, but eventually more people will stop buying your game until lost sales overtake new sales.
This magic point is different in the context of different games. Strict censorship of swearing and abuse might be accepted in Happy Flower Quest 23: Online; but in the games being discussed in the article, the content in online games is usually strictly about shooting people with guns until they are dead. So a sense of context might be useful in this case.
For mine, one of the main problems is the misguided sense of 'social responsibility,' in that 'It's up to the industry as a whole to fix things,' and that there should be a big list of things that game developers must and must not do.
This is, to put it mildly, utter shit. Game Developers are responsible for the content of the game, including the features of tools that facilitate online play, and the claims they make about the game ("OUR GAME IS FREE OF FUCKWADS.")
What they aren't responsible for is the action of players of the game and they definitiely aren't responsible for the content or players of games other than their own.
In my opinion, the best thing a game developer can do to 'fix things' is to provide people with the tools to protect themselves from offense (Key amongst this is the ability for players to host their own games with their own private rules and policies) or if they must limit the options available to players in this regard, then the developer should clearly advertise and enforce a standard of etiquette that they wish players to follow when playing the game.
One of the points of the article seemd to be "Fuckwads (Evil genocide commiting 'hardcore gamers') play Halo 3. Shadowrun had poor sales. Therefore Halo 3 is to blame." There are many good features in Shadowrun's online play mentioned in the article, yet to my knowledge none of these was ever made a selling point of the game. If there was a clear link shown between improved sales and advertising a game as 'Fuckwad Free', I think you'd see a lot more games with strict online behaviour policies.
The only conclusion I can draw from the article is that either; a) The makers of Shadowrun didn't do as much to combat misbehaviour as they claimed. or b) Game players/buyers just don't care as much as is claimed.
Thus ends my overly long rant on the subject.