The Business Cost of Anonymity

Many people, including myself, have seen the potential of Second Life technology to be the next generation of the web, or the 3D web. At some point in the future we will look back at the two dimensional, point and click, web pages of today and wonder how we ever got buy with them, much as we would look at command line interfaces today and wonder how we ever managed to work with them. But, alas, this dream of the 3D web has been slow to materialize. Numerous vendors have come in to Second Life only to find disappointing results. In fact, there have been numerous news stories about vendors pulling out of Second Life due to disappointing results.

There are numerous reasons for this and I don't want to place too much of the blame on anonymity. But it is a factor both practically and symbolically. From a practical perspective, people who are doing business want to know who they are doing business with. Granted you can buy a product from a store without having to know much about the vendor or the product developer. However, if you wish to hire an application developer, an attorney or a councilor, it make a lot more difference. If you are going to try to get a degree at a virtual university or rent a conference center for an important meeting, you want to know who you are dealing with. And anonymity makes this difficult if not impossible. Dealing with anonymous vendors feels a lot like buying something from a guy on a street corner who has various products hidden in his raincoat. And as long as Second Life chooses to support anonymity, it will not achieve its potential as a 3D web.

However, a large issue is the symbolic implications of anonymity. Is Second Life a shady place where people get to live out there fantasies and do things they would be embarrassed for their friends to know about? Or is Second Life a well lit place where people go to conduct business? This is to say, is it the sleazy side of town where sneak to in order to indulge their secret longings or is it the local family mall?

I should say, in fairness, that I have no problem with people indulging their secret longings. I have no problem with personal expressiveness no matter how strange it may seem to others. I just think there is a time and a place for everything, and having an adult movie store next to a kids ice cream parlor would never fly in real life and doesn't work very well in Second Life either.

Next time we turn to the issue of avatar attachment. If people experience the world through their avatars, do we need to be concerned with how we treat avatars, or do they just need to get a real life?