It's true in some regards that it is Second-Life from a offline based branded company who are targetting non tech-savvy console users who don't regulary use PC's.

Although I ask the question how you are supposed to create content (as they hype as the selling point) without access to a PC?. My assumption is that this is going to end up as just another money spinner for Sony in which few can actually customize but in which alot can spend real money to buy.

It would be like creating an alternative to a high capacity HD ready DVD format which would do nothing but alienate possible consumers and slow down growth of the industry as a whole. What idiots would do a thing like that?