Multiplayer gaming is collaborative storytelling. That makes it hard to be an author. How to you induce the special experiences you want the Other to have? Sometimes you have to massage her behavior. Gee - if you knew how to use game tools to massage behavior in the service of nice aesthetic experiences, you could probably massage behavior toward other ends too (so long as nice aesthetic experiences went along in the baggage car). Yes!
For example, you could use D&D storytelling methods to sell stuff.