Found it: Mudding: Social Phenomena in Text-Based Virtual Realities

Most players on LambdaMOO, for example, upon first encountering my wizard player, treat me with almost exaggerated deference and respect. I am frequently called 'sir' and players often apologize for 'wasting' my time. A significant minority, however, appear to go to great lengths to prove that they are not impressed by my office or power, speaking to me quite bluntly and making demands that I assist them with their problems using the system, sometimes to the point of rudeness.