Jeff Barr, web services evangelist at Amazon: "You can imagine a Second Life build where you have a concert or a musician that’s just done a live performance, or maybe an author who has done a book reading. Just as you’d walk out of a venue in real life and buy a book or a T-shirt or a CD, now you have the same ability in the virtual world — it’s contextual commerce. People love to do things that stay within the metaphor. So if you can say in character and if you’re essentially doing your shopping in avatar scale, that seems to maintain the quality of the experience."
Harvard Business Review: Are You Ready for E-tailing 2.0?