In case you haven't seen it already...
http://www.youtube.com/watch?v=rTfAfcXYIbY
One Warcraft guild had a member die in real life. So they announced to the world that they were going to have a public funeral IN THE GAME for their friend. They logged into her account and brought her to a lake where all the other players could pay their respects to this popular player who died in real life.
Another guild, however, decided to ambush the funeral. They slaughtered everybody and now the players are absolutely furious at this one guild for desecrating their in-game funeral.
Brilliant that they held the funeral in a PvP area instead of a place where they couldn't be attacked.