Perhaps the real economy has shifted, as Philip famously predicted, to a service economy - one built on helping folks solve problems, not on furnishing their beach houses. Meanwhile, the brands, which struggle to make SENSE of Facebook - how do you make money on random pokes, afterall, continues to struggle with Second Life as well - how do brands, which prefer to communicate in 30-second snippets and maybe a viral thing here or there, make money in environments where the users are deeply engaged? Throw up a billboard on GTA maybe, throw some free skins around in Second Life (see Evian), but struggle to crack the question of how a 30 second brand makes an impression in a 296 million minute world.
