And it all translates into guild activities, too-- they take field trips in different subjects (right now, on their homepage, they have a piece of news up about a "marine biology" trip off the coast of Theramore), and apparently the people in their "School of Literature and Art" actually write and perform plays, too. If you look elsewhere on their site, you can even find a "yearbook," complete with quotes, "skills" (professions), and a place of birth for each character.
Very interesting. Seems a little wacky to me, but lots of their characters haven't reached 70 yet, which means they must be getting a lot out of this roleplaying, enough to keep them from actually playing the game itself.
[ via a slowly reawakening MBAzeroth ]