I also created 'ReScene', a robust toolkit and interface for building the equivalent of video game "cutscenes" within Second Life. Keeping people engaged through storytelling has gained a ton of traction and is finally seen as a necessity for brand marketing and social media.
This project also is what got me initially interested in the field of UX. I faced a number of challenges building a highly-technical tool, and ultimately it didn't reach near the audience I had hoped. Nobody wants to have to watch a series of training videos, interfaces need to be clear and intuitive from the start.
ReScene was also featured on Designing Worlds and I did an hour long interview with them about it as well.