Reuters is in Secondlife and where are the main scientific publishers?

It seems that this is a first.

"While many independent journalists and bloggers have published inside such virtual worlds, Reuters is the first established news agency to dispatch a full-time reporter to do so."

from NY Times

Adam Pasick is leading Reuters first virtual news bureau inside Second Life. May be all the serious publisher like Elsevier, Thomson, Wiley, Nature, Springer should take a note what Thomas Glocer Reuters CEO is saying:

"This [Reuters] is a very serious, old brand that stands for things and has principles, but that doesn’t take itself so seriously that it wouldn’t play in a gaming space,”