The People’s front of Judea not withstanding the question needs to be on all our minds. With over three quarters of the avatars created by eager registrants at Second Life now having been left to roam the terrain as digital zombies (the practice of creating your own online representative who is then left to rot within the digital islands of second life is too large a statistic to ignore) and with brands starting to ask what real value does the new online communities provide, the promise of early adoption by brands to new online environments has to be thoroughly examined.