Video: Socialtext CEO, blogger and level 60 human Paladin (called Kalevipoeg) Ross Mayfield (below) explains his fascination with World of Warcraft. Ross says he plays the massive multiplayer game about 5 hours a week, but surely he is undercounting. He is part of a WOW guild that includes Joi Ito, an investor in his company and the WOW fan who described the game as the "new golf." It's the social experience and collaboration that makes WOW more than a game, Ross says. He even found a new customer for Socialtext while playing WOW. Business and pleasure combined...just like golf. Also Jonas Luster, of Socialtext and a man with a doctorate in Social Psychology and Criminology, explains his WOW addiction.