Omidyar’s making investments

Given that the mission statement for Omidyar Networks investments is “of the people, by the people, for the people,” their recent investment in Linden Lab’s virtual reality environment, Second Life, caught my attention.
Announcement was that Benchmark Capital kicked in $8MM with Omidyar participation. Omidyar said: “Second Life has a vibrant community where content creators and consumers reinforce one another.”
Sounds like the mission here is virtual shopping. Anyone tried the service?
(Omidyar Network previous investments include wiki platform company Socialtext.)