And because a captive virtual audience offers a wonderland of name-brand recognition opportunities, celebrities are starting to take note as well. "Every celebrity who presently has a MySpace profile will eventually have an avatar on Second Life. A MySpace profile is an avatar," says Reuben Steiger of Millions of Us, whose company snagged a contract with Toyota to offer a virtual edition of the Scion xB to SL residents. (A dealership is in the works.) Imagine a world where you can walk up to Paris Hilton in a bar and buy her drinks until she starts dancing on the tables. OK, so maybe that isn't so hard to imagine, but in Second Life you can get a job as a bouncer and throw her drunk ass out. The future is now.
In an unsurprising development for an interactive game, some users are starting to chafe at the überconsumerist direction Second Life's taking. Recently, a faction of residents calling themselves the Second Life Liberation Army entered the American Apparel store, pixel guns ablazin', to prevent other residents from buying goods. The "terrorist attack" wasn't intended to scare first-world business away though; rather, the SLLA wanted the citizens of Second Life to have a vote in Linden Lab's business operations. But maybe some good ol' rock ’n’ roll rebellion has been beamed up along with the live concerts. SFBG