I think that may vary. It's more of a parallel of real societies. Virtual societies don't have from the onset a goal based around, as you say, necessity or immediate gain but they may have. A group may form to produce something - a community-based hub, all of them with certain aspects, built around one or other function. Gaming clans are an example of a society which entails a gathering of likeminded individuals who carry out virtual activities based around fun or competition (or both). Hierarchies can also be created, even, as well as rules. And it seems they are similar to real societies with the exception that they are built around systems and ideas as virtual as themselves (though you can no doubt attribute, or derive real ideas and values to/from them). Survival gains a faux meaning there, in terms of physical, real survival that is.
People here follow the rules (well, most anyway) because I think they want to belong to this particular society, or group. Same applies to other virtual groups they may belong to. Is it to gain relevancy, or some shred of individuality trough collectivism, making yourself present/useful/validated and therefore trying to outline your individualism? People who do not succumb, obey to, or follow social standards or laws that would be considered as oppressive or regulating probably would not bother to register here and suffer scrutiny from other members as well as moderators.
But isn't it said there's something in the human race that appreciates control? Man wants to be judged; if God did not exist, then there would need to be something else created to keep him in check. Without control and observation, what defines men? Or their exploits, or lives? If there is no one to judge you, or to label your deeds, then how do we find self-worth in ourselves? If we feel this need, doesn't that make a search for true individualism a contradiction?
I think I'm getting a fever from typing the above.