As I alluded to earlier, the /roll system is fragile. Look at hawks and doves in game theory. They're a bunch of doves. They do pretty well when there are a lot of them, but a hawk shows up and gets a win every time - and often just as fast as the doves, since the dove just resigns when faced with a non-roller.
More hawks will make the dove unviable, and rolling will stop. Doves can survive at some level, in that they may occasionally meet another dove, but the fact is that if anyone cared at all about hero battles the /roll phenomenon couldn't occur.
Now, to make people care about it... well, the hero ladder might suffice, but given that the hero battles simply arren't much fun I doubt it'll work. Who knows though, people watch shows like Identity and Deal or no Deal. Maybe they'll play Hero battles for the sake of a ladder. Unless it's fun though, the roll system will dominate, since you need people to actually want to play it to make the /rolling stop (or at least a large proportion of folks realizing that a hawk strategy will work better than a dove strategy. But then we'll get the Bully and Retaliator and other such hybrids, that refuse to roll, but leave if the other player starts to fight (Bully) or start by offering a roll, but fight if it is refused (Retaliator)).
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