Ever wonder why Second Life residents shell out cash for virtual booze and the latest slouchy boots trends? So do we. Shira Boss of The New York Times looks into the consumer culture and increasing commercialization of Linden Lab's virtual world. Unfortunately, her research comes up a bit short — although there is extensive documentation of residents spending gobs of money on property and fashion accessories, and picking up part-time Second Life jobs to finance the habit. It just begs the question, as stated by Nick Yee who studies virtual worlds, "What does Second Life say about us, that we trade our consumerist-oriented culture for one that's even worse?" Eliminating the need for shelter or hunger has amplified our basest desires — material possessions.