Riot are a much smarter company than I've given them credit for.
I've done a few experiments of my own with a friend of mine, he's toxic as hell. While he's good at the game, but it doesn't give them the right to abuse everyone else. I'm terrible at the game, and when we queue together -- as soon as he shit talks, I'm the next target. I feel like shit after this happens and my game goes from bad to super shit in the space of seconds. The game in general just becomes a bad place to be, as too many people are angry or just too busy typing up the latest barrage of "omg, stun taric! you fag".
Last night, after I copped the first round of abuse from my ADC that facechecked the river bush and walked into their bot lane lying in wait. He'd made it back to tri-bush and died at the tower with me standing there. My ADC starts the "omg, taric where's the stun! u so bad" routine I've been subjected too lately. I inform the ADC, he's the one that face checked the river! bush at level 1 after assisting on the jungle/blue and that his killer was IN the bush thus I couldn't target for a stun, stun has a range, and that I shouldn't be to blame for this.
A few more rounds of abuse get thrown my way and I say on vent to my normally toxic friend... "righto, fuck it, this ADC can solo bot lane, I'm going to go sit in base."
He immediately responds that I shouldn't do that, and just knuckle down and ignore the player and that they'll settle down. I'm down about 4 levels from everyone at this stage and it's looking pretty grim, but I take the advice and just play like I should. Once we hit mid game, we are pretty much smashing up every team fight and coming back strong. We win the game after a stellar team engagement and one of the opposing team afks in base.
My normally toxic friend went from toxic to supportive in seconds when he realised just how much a little abuse can negatively affect someones game, but more importantly how it would affect his chances of winning. This probably won't apply to games I'm not playing in, or even in games where I'm not the focus, but there is a chance the attitude change will stick around.
The work that Riot has put into the behavioral studies is amazing, and something I'd never thought a gaming company would do. I'm really looking foward to what happens in 5 to 10 years from now and see how the community responds and changes its culture.
+1 Teamwork Dr. Lyte