In an unusual move that could alienate a large segment of potential customers,, an online racing simulation company that opened its site to the public on August 26, is calling its system a 'driver development tool' that isn't designed for PC or console gamers. 'We don't think of ourselves as a game company,' says one exec. 'World of Warcraft has a real appeal...But our system is more serious, frankly. If you are serious about racing, our product is for you, because getting on a [simulated] track with a full field of other drivers and racing against them safely involves as much commitment and time investment as if you went to racing school.' In fact, to distinguish its system from MMOs, the company has come up with a new acronym to describe its simulation: MMIS, for 'massively multiparticipant Internet sport.