Seems like there should be some extremely long term/high skill goal of getting to be a priest/priestess for a giant. Like, you can gain special skills (and also maybe act as a moderator/admin) with special tools associated with the giant you are a priest/priestess for.
There are a couple advantages:
1. Gives a very long term difficult goal
2. Creates another set of community, there could be a hierarchy of low level priest/priestesses for each giant, etc.
3. Creates a way for the public to interact with the giants (devs) in a more orderly fashion as things can move up hierarchy.
4. Creates a large set of admins which can solve some problems and/or bring them to the attention of the real admin/dev team thus allowing them to concentrate on other things.