>Fourth, there's really no role for "brands" in the metaverse. Despite all the hype, no real world brand has had any significant success in the metaverse.

IMHO, this is a crucial and often overlooked point. In order to gain popularity, a metaverse platform needs the sort of offbeat creator trendsetters who tend to push boundaries. Without them, the platform feels sterile and business-y. With the sort of content they will produce, however, family-friendly advertisers will run for the hills.

As Neal Stephenson wrote in Snow Crash (1992):

>You can look like a gorilla or a dragon or a giant talking penis in the Metaverse. Spend five minutes walking down the Street and you will see all of these.