Virtual Search Really Vexing

Companies making introductions in Second Life are becoming frustrated with its search function, which is preventing residents from finding virtual-world entities of real-life businesses.

Second Life, the massive multiplayer online world, allows users to log on through the Internet and create 3-D computer-generated identities. These avatars are then free to explore the world that San Francisco-based Linden Lab has synthetically created.

Among the program's many features, residents are able to pull up a search feature to seek out events, destinations or other avatars. Some, however, are unimpressed with the function, believing it is limiting users in a limitless world.

"Searching is just not very good," says Reuben Steiger, co-founder and CEO of San Francisco-based Millions of Us. "It will get to where it should someday, but it's not very good right now."

Millions of Us specializes in bringing real brands into the virtual world. Its client roster includes Toyota (TM Quote), CNET Networks (CNET Quote), Sun Microsystems (SUNW Quote) and Intel (INTC Quote).

Steiger founded the company along with president Christian Lassonde. Prior to founding Millions of Us, Steiger was employed at Linden Lab and was responsible for business-development efforts. Lassonde also worked at Linden Lab as director of product management. Both have an intricate knowledge of the Second Life world, which makes Steiger's criticism of the search function notable.