Last year I saw a demonstration of a particularly interesting use for Second Life. Such-and-such an engineering company (the person giving the demonstration was obliged not to divulge the company) was employing Second Life to create a 3D replica of a gas station fuel pumping system. Those who were invited could visit the station and walk around a full scale replica, examine the floor layout, signage, etc etc. They could also, if they toggled it, see through the "pavement" the under-workings of the station, and see various revealing views of the piping and fuel delivery system. The company could then show this to potential clients, essentially allowing them to explore the physical space and the specifications of the project without it having been built... I can definitely see how that would be appealing to a gas company.
I think it will be these kinds of educational engineering and architectural projects will have the most long term use value in the online virtual world. The gratuitous uses will always be there, but most of them are passing fads, even if that fad passes through 20 million people.
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