Starwood goes to Second Life

" This September, Starwood Hotels will become the first company in history to open a new hotel brand inside of a virtual world. via Ilya Vedrashko

I am still waiting for a new video card or a new laptop to see what's happening in Second Life. I have read some activity on our librarians colleagues but I haven't seen anything from major information solution vendors and scientific publishers in SL.
If there is any publisher doing anything interesting there please let me know.