I'm never sure about adding services like this to the current Second Life, it feels like adding an extra layer. When it comes to virtual worlds, content services come to mind more readily.

On the other hand, if you view them as an evolution of the textual web, the interaction aspect is quite a pro I guess, plus it's certainly not bad for the overall SL market place when a company shows this kind of dedication.

Hope it works out well for them and more will follow suit.