The surest sign of a culture embracing a concept is the creation of slang surrounding that concept.
Filipino game publisher Level Up! recently released six songs inspired by the Philippine Ragnarok Online service. One of them sings the woes of a boy deceived by a chiksilog. Chiksilog, apparently, is Filipino gamer slang for a male gamer playing a female character online, possibly to have eager guys volunteer their help in quests.
It's smart gameplay, really. My highest-level Ragnarok character is a woman. ;)