Scientific Conference… in World of Warcraft?

I’m not sure what to make of this… It’s billed as the "first scientific conference to be held inside the World of Warcraft" starting today (May 9) and going until until Sunday (May 11).

Update: I had a link to the conference website, but that site is now gone. There’s some additional information about the conference on the NMC Virtual Worlds website.

A software developer from Canada.