The Lab, it’s starting to look like, is no longer in the business of operating a virtual world. They’re in the business of helping people to create and transport stories, to link those stories and forms of expression to commerce, and, if they succeed, to create a new form of search, to solve the conundrum of how to not just connect people, but to connect people in ways that are meaningfully referenced to the stories we tell, based on grounding those stories in a robust and expressive tool set.