Making e-commerce more engaging and personalized is certainly part of the future of buying and selling goods online. There has been a lot of skepticism about the efficacy of Second Life in helping achieve this end but Sears is already virtual on their site:
I saw an exhibit by Home Dept at Shop.org about a year ago where they were talking about the same type of technology. With this in mind, why all the SL hating lately? If you are not into SL at least recognize the potential!