My step-son often jumps on to talk to the friends he has at school or where his father lives, often he just finds a corner of a room and hunkers down he's not actively playing (though he does of course do that as well).
In a strange way epic has made a compelling second life by focusing on the game playing aspect first.
With the creation tools they have, it'd be interesting to see what would happen if players could make their own maps that where shareable so others could visit.