But business is good only because it's not actually ISS that owns the outpost. An ISS corp operates the outpost (and technically, within the game's mechanics, owns it), but real ownership has been vested with the pilots of EVE, through what has become the first publicly owned company in the game.
However, many fail to even get close to freedom. EVE Online and Second Life have shed that approach and have told their players "Try what you want." It is dangerous ground to stand on, but as the article highlights it can be the most rewarding.