Text 100's Georg Kolb replied to my Second Life and provided the firm's rationale for setting up shop virtually. Here are excerpts from his comment.
We are [in SL] because we see it as the next stage in the evolution of peer-to-peer media. Second Life is adding a new dimension to this dynamic since it's in 3-D. We view it as an emerging new public we need to understand first hand and, based on this experience, advise our clients how/if it can support their business. We are not in SL to recreate the real world experience. We are there to do things we can't do elsewhere. And for the time being, we don't go there to increase customer engagement by quantitative measures, but it is our intention to bring a new dimension to it.Some of my colleagues are blind, er, dazzle clients. Georg has agreed to regroup in a few months. In the meantime he's realizing that anyone first to a space is going to take a few arrows. Starwood Hotel is going virtual with a new hotel concept, Electric Artists is helping design aloft and its CEO, Marc Schiller, We'll be watching to see if this is the case. In the meantime, these experiments are getting Linden Labs a media coverage. The SL snowball will get much bigger before it melts. Second Life Idea: Despite my argument for pragmatism in place of incessant, effusive praise for Second Life, I have a great idea for this unreal world. Amanda Chapel needs to join and create Strumpette Island. It's a natural move and who wouldn't visit for the first meeting of Media Guerilla's
Strategic Public Relations blog. Kevin is Director of Marketing Communications for Strategic Public Relations 
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