Source of Magic is an online pseudo-RPG that uses a web interface. The goal of the game is to design a dungeon filled with monster and treasure for other players to romp through while you send your character romping through the creations of others. It uses a unique scoring system to rank players based on how well they do.
The concept is good, but the execution is poor — I found the web interface for designing a dungeon all but unusable. Still it is a fascinating look at what can be done on the web. All they need is to use some Javascript, Flash or other tool to make the dungeon construction interface easier to manage, and I think it would have a hit on their hands.