Not being able to server transfer/name change one's way out of being a jerk helps. You build your own reputation and own it. In modern MMOs, you can do things "for teh lulz" and never have to worry about it. Chances are, they're never going to see you again.
Back in Classic, I had a guy do the trade scam which causes you to drop your bags. He then proceeded to snatch them up and claim innocence. I logged and switched toons, only to find he was selling my bags of gear. I confronted him in tells first, then OOC. He quickly coughed up the good, lest his reputation be ruined.
I'm not saying accountability makes EQ so much better than any other game, but (for the most part) it kept the servers and community clean.
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