Thank you, Centric, for posting one of the better rebuttals to Forbes’ article (Link). I especially appreciated this part:

Actually, rushing headlong into Second Life isn’t the right idea for any company.

Before stepping in, every organization should take a deep breath, sit back, and ask some tough questions: What are your goals? What results do you expect? What business model is right? Or is there a correct business model at all? Do you expect to make money on Second Life the same way you do on a PPC program? If so, there’s a big wake-up call needed–before any development starts. Do you expect to move the brand perception needle? If that’s the case, you need to understand the people you’re talking to, and the culture of the world–again, before making any investment in Second Life.

Go read the whole thing.

For reference: you might want to read my earlier entry, “Forbes Gets It Wrong, Too” (reLink). It includes a few other issues that might be worth taking the time to read.