So, there you have it. Second Life, in my opinion, gains from the fact that it lets the adults play as they choose as well as work as they choose. The fact there's a market for sex toys drives innovation in Second Life, and supports the business and education communities too. Although the press would, at least sometimes, have you believe it's a playground for perverts, so is the atomic world. But I do rather suspect if you remove the sex play entirely, you remove one of the things that, whilst it draws unwelcome attention, drives Second Life to be a success.

Signing up to Second Life is more like taking someone who has basically no computer experience and saying "learn the internet" - there are lots of steps along the way, moments that are critical to whether they will continue or not, but there are lots of skills to go from seeing your first web-page to signing up to a forum, RSSing a blog or two, generating a web-page with HTML, CSS and jquery... and that's the challenge of learning Second Life.

While Reuters thinks that the story has moved on from Second Life, CNN and many others beg to differ. The broadcaster now has an even larger presence in SL. Rather than send in a reporter as a corresponent in-world, CNN relies on SL residents to report their own news as citizen journalists for its iReport site. CNN.com senior producer Lila King said that Second Life iReporters have posted 376 stories since it launched a year ago, but that relatively small number did lead to a number of stories on written by CNN.com producers (including this one about relationships in-world). King Since iReport.com launched in Feb. 2008, Second Life iReporters have posted 376 stories. It's probably worth noting that "in-world" iReporters actually began sending stories when the iReport SL hub launched in November 2007, but we don't have an accurate count of stories submitted before iReport.com launched. King said that SL has been more than just a story-generating tool for CNN's iReport team; it's also helped them learn to nurture an online community. "We've started to see a new benefit of being in Second Life: it gives us a place to polish our skills in community building," King said. "Newsrooms everywhere, ours included, are trying to learn how to foster meaningful, two-way conversations with their audiences. When we hold our virtual news meetings every Tuesday afternoon (2 pm Second Life Time/5 pm ET) with the Second Life iReport community, that's exactly what we're doing: listening and interacting in real-time, offering feedback and courting new ideas along the way."

One thing that has survived the hype is the virtual economy of Second Life and other online worlds and gaming environments, where people sell virtual goods with game-based money that can be converted to real money. BusinessWeek's Hof believes that's a story that has staying power. "The notion of virtual economies is already becoming a solid business model for many game companies, and even social networks like Facebook -- by some accounts up to $2 billion in revenues -- so that seems like a trend that has some legs, and it's one you can credit Second Life with proving as much as anyone," Hof said. "And of course, the idea of user-generated content is huge today on a number of fronts, though Second Life is just one example of that."

Peter Stindberg explains it this way: “Males want challenges, tasks and goals — all this is not apparent in SL. You need to find your own purpose in SL, make your own goals, find your own tasks. This makes SL less attractive compared to a kill-all-enemies-grab-all-gold type of game.” He suggests converting orientation stations into games which might offer a reward, perhaps a small amount of L$ or some sort of avatar clothing or equipment. “It’s a stereotype, but give each new male resident a fishing rod and a shotgun, fill the Linden seas with fish and the forests with deer, reward each trophy with L$1 or status points or gadgets, and the crucial first days and weeks will pass more easily,” adds Peter.

Male fashion blogs have blossomed, among them Winter Jefferson’s blog, In Cold Blood; Lawless McBride’s blog, Half Arsed; Takeshi Ugajin’s blog, Shop with Takeshi; Lustinian Tomsen’s blog, Second Life Male Style and Fashion; Monta Horan’s blog, Monta; and Oscar Page’s blog, Oscaresque. Of course, one can’t leave out the collaborative blogs Men’s Second Style and SL Men, and now there are even two blogs covering male-related freebies: Free Finds for Men and Free for Men.