Future of games

We've established where video games have been and what they are becoming today. The question is what is in the future. Right now the industry is capitalizing on the fact that society is nearly obsessed with the idea of shooter video games. So when games like Spore come out they really give you insight to where video games could be going.
For a long time the society of gamers has followed a particular path concerning each game. Say the new Mario game came out, there would be epopel that rushed to buy that game and beat it as quickly as possible. They would spend 15 hours or so going through all of the levels or finding shortcuts just to get to the end. 50 dollars spent and conquered in less than a day. This can't happen with a game like Spore, and we knew it eventualy would come. Spore is a game in which you start as a single-celled organism and evolve into a species that you create. You can then go on to create towns, cities and planets. Think of Sim City on steroids. The trick is that you play on a network in which you are connected to all of the other video game lovers that are also creating their own planets and planetary systems. In essensce then because it is a game that is constantly developed and changed by all of the users, it will never be conquered. It is even different than simulations such as second life because at the day second life is still a virtual planet Earth with limited boundaries. In a game like Spore th boundaries don't exist. One of the editors of Spore recently said that to counter all of the species on Spore it would literally take hundreds of year real life wise.
Here's my worry. In our society there is already so much time poured into this growing industry of the virtual world. All of this time is generally concentrated on conquering a game and beating the last bad guy so that they can go brag to their friends. What happens when the game doesn't end. I can see it going one of two ways. The first being that games like Spore never really catch on and the world of virtual gaming goes on unaffected by the recent developments. The second option is if this game really catches on and friends are no longer competing against time to beat a game but competing against anyone who decides to start creating their own worlds. In this ever expanding virtual world, where's the last guy, and when would it end?