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The Sims is a game that consists of little more than creating characters and pushing them through the day, making sure they eat, sleep, stay clean, make friends, advance in a career, and buy stuff. The bodily functions are tedious and the rest is everything I hate about life in a capitalist society. So how to explain why I own all seven expansion packs for the first game, as well as Sims2 and its expansion pack, University?

“When I started out, gaming was a geek thing,” says Sean (not his real name), a 38-year-old senior director of product development for a major electronic game publisher. “Now, it’s totally mainstream. It’s clear there’s money to be made.”

It’s not like there’s any nostalgia in his voice. With a six-figure salary and a generous bonus, Sean is one of those making the money. Electronic games—which encompass both computer games and console-based games—generated nearly $10 billion in revenue last year, thanks in part to top-selling titles like Grand Theft Auto: San Andreas, Madden NFL 2005, ESPN NFL 2K5, and NBA Live 2005.

Given the fact that electronic games have their roots in geekdom, the sheer jock/thug appeal of the above-listed games is striking. You’d think that geek boys, having been a) persecuted by jocks and bullies and b) heavily involved in the production of electronic games, might take advantage of the latter to redress the former. But somewhere between Pong and Madden, those geeks began spending their days and nights creating universes in which testosterone rules, in the process reinforcing the gender roles that made their young lives hell.

What happened?

How can you not love Ms. Pac-Man, a woman for whom power pellets, peaches, and pretzels constitute a steady diet?

This is how I feel about her now, but my love for the little yellow gal with the red bow began when I wore bows myself—when I was around 11.