Marketing in Second Life: Effective?

Lately, Second Life has been getting a lot of coverage in the traditional print media as people debate its value in marketing:

• Business Week's "Beyond Second Life" article observes that Starwood Hotels, Wells Fargo, and some other major corporations are seeking online alternatives. Take a peek at the slide show connected to this article.
• The New York Times's "Awaiting Real Sales from Virtual Shoppers" article indicates that American Apparel, Reebok, and other marketers with a presence in Second Life are not yet seeing tangible results.
• Financial Times quotes Second Life veterans, in "Virtual Style? In Another Life," saying that established, real-world brands have no particular edge in Second Life.
  

Sounds like Second Life may support brand awareness among the avatar crowd but bankable "ka-ching" activities are virtually elusive at this point ;)