Second Life is apparently the new thing. It’s been around for ages, of course, but clever heads of corporations (and, I suspect, in particular clever marketing people) have now suddenly discovered the online world and it seems there’s a mad scramble in positioning companies in the virtual world. Companies are having press meetings in there, media outlets are setting up shop and reporting from the virtual world and so forth. I wouldn’t be surprised if the Saddam Hussein trial would be moved there soon. Everyone’s apparently out to shop just how savvy and clever and cutting edge they really are.

Personally, I don’t get it. First of all, who cares about this? Really? Who cares that Reuters is now reporting from a virtual world? Don’t get me wrong - I truly appreciate the fact that media outlets are now taking an interest in virtuosity but why in God’s name are they reporting about the happenings in such a place? I must be missing the point somewhere because I’d rather see reports on the life of Chinese gold farmers, on sweatshops, on the consequences of EA monopolies regarding various unmentionable sport trademarks.

Why should I seriously be bothered to get an account, log in, screw around with creating an avatar and bother with the hassle of running around in a virtual world with tons of distractions coming from inside and outside said world - when all I want to do is attend a press conference?

Dear companies, media outlets and every other entity trying to cash in on this thing: It’s lovely that you’re trying. But I think you’re screwing the pooch here. You’re reducing the world to a fad. In a year, no one will care. Not really. Kind of like now - only more so.