Yeah, I'm not knocking it either....it does 'look' cool, but as far as practical, I'm just not sure about it. Like the author stated, why would I buy a gaming console to look at advertising in a virtual world at virtual Nike's?
I buy a console to play games. It just sounds like organizing a game and recruiting people is going to a lot of work. Why would I want to do this in a virtual bar when I have the same option in the game itself and just 'host'.
I predict it will be much like WoW chat channels....full of spam about joing guilds no once cares about, crass juvenile humor.
If I wanted to plays Sims or Second Life, wouldn't I just buy those to play? If I want to play Uncharted, I insert disc and play and invite people or join. What need is there for me to go to a bar and go through all this other stuff?