Story in this morning's Wall Street Journal about a 176 year-old Italian insurance company that spent $40,000 to create an island in Second Life, in a noble effort to make insurance cool again for the younger generation (No...seriously). With all due respect to the well-intentioned marketing team, aside from the fact that nearly three-quarters of Second Lifers ignore corporate islands, no amount of tricked-out virtual world real estate will ever make insurance cool. Making insurance hip went out with the Cavemen.