Here is a little secret, between hiking, biking, skiing and being the CEO of Hyper Hippo Games, I do find time to create Virtual Worlds. Usually I spend a couple hours in the morning, drinking coffee and rewriting all my code.
Today my focus is on items, catalogues and shops. I believe collecting is a core feature of virtual worlds. Overall I am planning a simple system. As a designer it is my job to reduce the users friction whenever possible. Virtual shops can be painful and many users will abandon games because of poor shop and catalog design.