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The reason why companies like Coca-Cola or H&R Block failed in Second Life isn't because it's a bad investment, it's because they didn't personalize the experience. At least that's what Antony van Zyl, cofounder of Chicago-based Second Life marketing firm Simuality, would have you believe. "When you walk into this virtual reality there should be a person who greets you and directs you where you need to go," he said. "It's absolutely vital that there is human interaction." Van Zyl's company, which offers a hodgepodge of Second Life services, is starting its own staffing service. Small companies that don't have a large enough staff to deploy them in Second Life can now order virtual receptionists to act as their Second Life presence. A bit counterintuitive — most people join Second Life to escape human interaction. And an empty front desk would fit the ghost-town theme.