In September, 2007, Ultima Online (UO) will be ten years old. When UO launched, it was a very open sandbox with very few controls (boundaries). It was the Wild West. Terms like grieving, K3wl (dude speak), nerfing, and Pkier were just a few terms that were coined in UO. This talk will focus on how UO forced game designers to become social architects and in doing so helped shape the landscape of virtual worlds today. What were the assumptions before launch? Why were they so far off? How did UO evolve the first year? What changed and why?