> MMO's are packed with possible communication channels in addition to chat. Ever wonder if that annoying gnome in the auction hall is jumping in morse code? Could signals be sent with bids? Could a character's inventory contents be arranged to leave a message to someone else who shares the login info? Is that nonsense coming from what you presume to be a bot-controlled gold-farming crew really nonsense?
Precisely. WOW itself is the first level of steganography ("I'm not communicating, I'm gaming"), but one can think of many more, inside and outside of MMOs.
Given proper use of steganography, small groups will always be able to communicate with low risk of detection. But for obvious reasons, you will always have to roll your own scheme, and may end up overlooking aspects that render it insecure.