Metaverse development firm The Electric Sheep Company has launched an email-based notification system for Second Life (SL) surnames: Just enter your address and the surname you've been waiting for. If the surname becomes available, you'll be among the first to know. The system, created by what appears to be the R&D arm of The Electric Sheep Company, is useful because most SL registrants are unable to create their own surnames--although there are exceptions for the rich, famous, or influential.

Earlier this year, there was some talk from SL-maker Linden Lab about selling surnames like internet domain names. In the wrong hands, the surname notifier would be a great tool for speculative purchasing of surnames. Data could be collected that would indicate demand for specific surnames. Popular surnames could be purchased by the system owner prior to email notification, and then rented to those on the notification list. While The Electric Sheep Company isn't at all likely to pull a stunt like this, it couldn't hurt to post a Terms and Conditions and/or Privacy Policy for the notification system. With Second Life continually threatening to become the next-generation web, staking out surnames is potentially a very serious business. I call dibs on the surname "Sex."

Clickback:
Linden Lab has given out a number of noteworthy surnames over the years, including the entire range of names for a U2 tribute band, Wagner James Au's surname (Hamlet Au is the avatar behind the New World Notes blog), Cory Doctorow's surname, and an exclusive surname for real-life politician Mark Warner. I'm still waiting for mine. Previous Clickable Culture entries on Second Life naming issues have included:

• Moderating ‘Second Life’ Language in a Global Context
• On ‘Second Life’ Namespace