Members can buy and sell property and virtual domain names, as well as become the online publicity manager for a celebrity of their choice. All this based on real-world assets too, from buildings to celebs, while the domain names are the sames as ones owned out on the 'real' Web.
It is said to be doing well. But here is yet another communication channel to watch. Its all about which niche publics want to use it. In PR we now need the equivalent of a Media list to keep track of all these emerging channels for conversations.