From the “I told you so” department, I wrote a post in February (Second life scepticism) in which I questioned journalists’ and PRs’ enthusiasm for Second Life:

In fact, the only thing that seems to be in short supply in Second Life is participants. It looks like the people have more sense than the business journalists.

Now, having praised Second Life repeatedly, Wired has published an article (How Madison Avenue is Wasting Millions on a Deserted Second Life) that takes the same line and backs it up with detailed, interesting reportage. The article closes with this damning paragraph:

“Companies say, ‘It’s an experiment’ ? but what are they learning?” Tobaccowala asks. “Basically, they’re learning how to create an avatar and walk around in Second Life.” Which is fine if that’s what you want to do. Just don’t expect to sell a lot of Coke.

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