Clive Thompson builds ethos or credibility by writing authoritatively about the gaming world and by interviewing a wide range of experts, such as Roger Shapiro, a former undersecretary of commerce, economist Edward Chamberlin, and philosopher Peter Ludlow, as well as gamers themselves. We trust Thompson's authority because he has so clearly delved deeply into his subject.

Thompson uses pathos or emotional appeal by beginning the article with a story. Humans are hardwired to respond to narrative, and the story of down-on-his-luck Edward Castronova is relatable to most people. We are persuaded to read on because we want to find out what happens to this man. Emotional appeal continues throughout the article as Thompson brings us into the gaming universe of EverQuest.

The article gains a persuasive structure through logos, or facts and statistics. Thompson provides many facts about EverQuest, such as that female avatars sell for ten percent less than males, even if they are just as powerful. This level of detail persuades us that what Thompson says is true. Thompson also employs logos in constantly drawing parallels between how real economic systems work and how the virtual economy of EverQuest functions, emphasizing that the virtual world mimics, and thus allows us to study, real life.

All three elements—ethos, logos, and pathos—work together to create a dense and powerful article packed with information organized in a way that is easy to read and digest.