The people use culture as means for politics, earn money, and what have you, but they forget that culture is a broad term meaning “what a given group shape in their lives”.
The value in having something other people dont is not a human thing, it is a cultural thing that spreads through and by “what a given group shape in their lives”.
As a “WoW player”, the general culture is one, which might not have roots in broader or narrower groups the player belongs to. But sure many of those other cultures shape the end result that is “WoW culture”.
The same way in other games not featuring faction warfare, racial tension, or cosmic perils, people define other things as important, and WoW players “only” have a hard time understanding, so the culture of “rare is good” or “I want to be unique”, are some of the things WoW itself foster for its own ends.
Would you pay to buy a mount that one can easily earn even similar doing a task anyone can do ? No.
Would you engage in a hard and time consuming task to earn something that you could just buy for 5 bucks ? Mostly no.
With those two precepts, the ones developing the game shape the culture to be of their interest. And that really is how EVERY CULTURE is shaped.
There is an interesting phrase from before even the US existed, sure, thousands of years before it in fact:
“Those who are able to see beyond the shadows and lies of their culture will never be understood , let alone believed, by the masses.”
This is mistakenly attributed to a Greek fellow, but it was inscribed in stone dating back the times of the rise of the first Hindus valley civilizations. As a Buddhist worth his salt, I know Pali, which shares common features with Sanscript, which will in turn show you a whole lot of nice things that are older than some make you believe. Someone interested in learning Math for example would be amazed what Sanscript knowledge can tell you about how old math concepts really are. Anyway …
Mostly, culture is used to make you value things that have no other value, or believe in things that you would not otherwise. And the 2000s on generations are more prone to believe and value things for cultural reasons more than any has ever been, even counting the Dark ages of the past.