Jerks are ubiquitous in the video game community and PvP servers additionally self-select for their sort of behavior.
It’s impossible to have a community the size of World of Warcraft and not having at least one guild willing to ruin someone else’s day on any single shard that permits PvP. In this case, a Horde guild holding an in-game funeral learned the hard way that when you stand around in no armor, in a contested zone, a small band of people can totally bring ruin and sorrow onto you. And also, at the same time, many people condemned the actions of the attackers of taking advantage of the ritual.
In the end, Serenity Now got their "fifteen minutes of fame," but Fayejin — the dead PvP player memorialized in the "bombed" funeral — will be remembered for how her funeral led to a flashpoint in griefing and the MMO community.
Link, via MMO Anthropology.
The smart version was held in Stormwind, with Horde guests being mind-controlled so people couldn’t go PVP on them. Good times.