Though Ninja Metrics is new, the technological advancements it is based on have been in the news for a long time. Check out the following:

http://arstechnica.com/science/news/2009/02/aaas-60tb-of-behavioral-data-the-everquest-2-server-logs.ars

http://theness.com/neurologicablog/?p=487

http://www.physorg.com/news141484615.html

http://www.sciencedaily.com/releases/2009/02/090227130934.htm

http://www.sciencecentric.com/news/09030120-video-game-everquest-2-provides-new-way-study-human-behaviour.html

http://www.pubarticles.com/article-online-game-everquest-2-provides-a-new-way-of-studying-human-behavior-1296183772.html

Ahmad and Srivastava find similarities between gold farming networks and drug dealing networks Computer Science and Engineering News University of Minnesota August 5, 2010

Farmerzy w grach MMO tak samo groźni, jak handlarze narkotyków? Gry Komputerowe(Polish) July 27, 2010

オンラインゲームのRMT業者はドラッグディーラーに似ている”> オンラインゲームのRMT業者はドラッグディーラーに似ているAniegama (In Japanese) July 26, 2010

Gold Farmers Mimic Behavior of Drug Dealers The Escapist July 23, 2010

Gold farmers ‘operate like criminal gangs Gamezine July 23, 2010

Gold Farming Research Digs Up Similarities With Drug Dealers Kotaku July 23, 2010

Onderzoek: ‘Gold Farmers lijken op drugsdealers en straatbendes Gamez (In Dutch) July 23, 2010

Similarities between gold farming networks and drug dealing networks BoingBoing July 22, 2010