Voices from the Past: Using Avatars

After reading the article on the issue of avatars and authenticity, I truly believe that the idea of re-incarnated someone who has past and placing them into a video game (for example) can be taken as morally wrong. These individuals led their lives a certain way and now as an avatar it is as if someone else is living their life for them. Who gives them the right to do this? And why is it allowed? I can understand when people are still alive and are created into an avatar, but in this regard, these individuals have a say about how their character is created as well as perceived. The idea behind avatars is definitely interesting; however, an avatar cannot exist (at least at this time) without the mind of a human being. Therefore, when a person creates an avatar using someone who is no longer living, who is in charge of what that avatar does and says? This could stand to be a very controversial issue in the future especially with the recent death of Michael Jackson.