In August 2005, called to action by the creators of Penny Arcade, hundreds of people came to the Dark Iron (US) server to join Gabe and Tycho in their conquest of the Horde. Several guilds were quickly formed, sharing one simple founding principle: don't be a dick. The guilds united to form the Penny Arcade Alliance (or PAA). As each guild evolved, all developed their own unique character and ambitions -- some focus on raiding, social activities, PVP, leveling, family-friendliness, and some deliberately have no singular focus at all.