“By downplaying competition, There hopes to attract women to its universe, which is roamed much like the legendary computer game Myst. In fact, some areas look and sound like the mythical Myst island with the constant chirping of birds and distant roar of surf. ‘If we can build a product that women love, guys will show up,’ Melcher said. ‘The reverse is not true.'” —New Game “There” Puts you ThereCNN/AP)

And how will they build a world that women love? By letting gamers shop in virtual stores, for virtual clothes for their virtual bodies. An interactive Myst sounds like a good idea, but Atrus wouldn’t have approved of the commercialization.