I am sure most remember that Kevin Costner movie "Field of Dreams" and the line, "If you build it, they will come." This quote seems to also be the mantra for most if not all virtual world platforms. I have recently seen multiple companies build a platform, give people an avatar, movements, personal spaces to customize, and scenes to explore in hopes of catching huge numbers of virtual residents to monetize off of. Very cool idea, but then what? I have spoken with hundreds of virtual world residents in all kinds of platforms and most express a similar problem, nothing to do. A growing consensus that I think the virtual world operators need to address. 3D chat and Feng Shui'ing a space can only hold so much excitement. Personally I feel it is not about the number of unique visitors or account sign-ups, but the return patrons. Imagine if World of Warcraft had no quests, PVP, or story line. Just create an avatar, move/animate in various 3D spaces, and chat. Would t...