Raph Koster — American Businessman born on September 07, 1971,

Raphael "Raph" Koster is an American entrepreneur, game designer, and author of A Theory of Fun for Game Design. Koster is widely recognized for his work as the lead designer of Ultima Online and the creative director behind Star Wars Galaxies. From 2006 until 2013 he worked as the founder and president of Metaplace producing a Facebook game platform... (wikipedia)

It's about who owns the servers. The servers that store your metrics. The servers that shout the ads. The servers that transmit your chat. The servers that geofence your every movement.
It's time to wake up to the fact that you're just another avatar in someone else's MMO. Worse: From where they stand, all-powerful Big Data analysts that they are, you look an awful lot like a bot.