It already does that in a modest way, by offering to participate in real, potentially life saving scientific research, like the current Project Discovery. Some MMO’s, like our EvE, attract an audience that is sufficiently interested or engaged in science to lighten the burden of going through massive data sets. We try to contribute to goals outside of mere pass time activities. And the scientists seem to appreciate these efforts. They will probably call on more like us to help them out.
Majority of EVE players base is focused in some way in something good. It is really a small % of the EVE player base that generates 90% of the news that comes from what so many would assume is “bad”. I call it fun but hey…
I mean who wants to hear a good news story when bad news sells so much better.