some links on this interesting newcomer on the game scene: Human Data as a Playfield: the Passively Multiplayer Online Game from Terranova.
PMOG, that’s the name of this production by GameLayers, claims to transform ” our web surfing into ongoing social play. With a Firefox plug-in, players can bomb each other, wage war over web sites, and lead other users on web missions.”

Basically you earn “datapoints” while surfing the web, you can steal your friends’ datapoints, then you have missions, to make or follow “paths” online, you shop for tools (in order to get even more datapoints) and all the information automatically generates a profile of the real “you”, sort of shopping metaphysics.

Here is the game’s caption: This unconventional massively multiplayer online game merges your web life with an alternate, hidden reality. The mundane takes on a layer of fantastic achievement. Player behavior generates characters and alliances, triggers interactions in the environment and earns the player points to spend online beefing up their inventory. Suddenly the Internet is not a series of untouchable exhibits, but rather a hackable, rewarding environment!