So second life is the matrix?http://i15.photobucket.com/albums/a373/Dyo_K/SLMap.jpg
Take a look at that Funcom, that's the world map of Second Life the game that is, well, socializing. Anyone care to count the green dots? According to statistics there are currently about 64,000 people logged into Second Life at this moment. 64,000 people logging in just to play a game that has no inherent combat system and revolves totally around the idea of talking with others and role playing or doing business (which I seriously doubt counts for any kind of majority amongst the crowd). Walk around in the grid (SLs world) for a while and you'll find that RP/Socializing is 10:1 on business and work related things.
64,000 people are being drawn there to pay LL money just to socialize and play barbie with their avatar. Perhaps, Funcom, you can realize that your players don't want a never ending grind all the time (Something that does appear to be dawning on you somewhat, with the release of The Grind and new social armours by MstrBstrd (did I spell that right?)) and that socializing is just as fun to many people as doing BS (etc) is.