Not all online gaming companies have dealt with the problem the same way Blizzard has. Sony, for example, recently opened up its own virtual marketplace for EverQuest, letting players sell virtual items and gold for real money, all with the blessing of the parent company (who presumably gets a small cut of the proceeds). Richard "Lord British" Garriott, famed developer of the Ultima series of games, recently came out in favor of allowing these transactions, saying that they are "inevitable" and that he personally buys virtual gold "all the time."