So my biggest lesson learned is that human behavior may appear to be a bad moral behavior, but it’s not really their fault; they’re just following their instinct. It is the designer who creates the system who has the responsibility to moderate the right behavior you want. By providing feedback for the things you want to see and by providing zero feedback on the things you don’t want to see, you can actually quite control the moral value in the game…. It’s really the system that’s defining the people’s behavior, rather than that person himself is better or worse.
» Jenova Chen on morality in games Valuable Games transcribed by Gene Koo, via Games for Change list.