MacReiter: Firstly, I've not read the last ~200 posts, so I apologize if someone's already hit on this...
Back quite a ways, someone mentioned UO (Ultima Online), and it occurs to me: "What if GOG decided to support Good Old MMO Games (GOMMOG?)?" Not just patching them up and providing new installers, BUT ACTUALLY RUNNING THE BACKING SERVERS... The older games wouldn't have the kinds of usage numbers that, say, WoW servers have to deal with, and a nominal ($1-5) monthly fee would still provide them with some roughly predictable monthly income (more predictable than game sales, at least). They could even support several different games on the same servers through virtual machines, and then if particular games started heating up, move the server's virtual machine to dedicated box(es).
I think the launch of GOMMOG would qualify as the biggest change to GOG, though probably not the biggest announcement.
(I also feel I should point out that I loathe and detest MMOs, but I know that I'm in somewhat of a minority about that)
Support:
Karma -> Ultima family (among others)
Past/Present -> Ultima had time shifting stuff, but I don't know if UO did
Two chars/complement beautifully -> The standard logo combines U and O into a fairly neat symbol, as can be seen at Wikipedia:
[url=]http://en.wikipedia.org/wiki/Ultima_Online[/url]
I hate everything you just suggested. If an MMO is popular it will still be around. O hallo WOW! If an MMO dies its because no one is playing it anymore.