Oooo a fellow Wow-er.

I reference EJ quite often actually because I am far too lazy to work the stuff out for myself.

Has EJ thought of increasing scope to other games? (RIFT comes to mind) Increase it's capacity to become a centre of excellence for mathematical gaming? Or even turn the site into a more lucrative endeavour?

From what I've seen you've got a very resourceful community at your disposal here. Much potential for you to utilize.