how will they monetize? the various things that can be purchased in the virtual world will be bought with tokens (therefore profit) and will be then taxed all the shops, casinos, nightclubs and even properties of the lands (therefore other gains)...
Yes it's the same that is/was going on with second life and in there worked quite well from what i have seen. It will depend much from the level of personalization will be possible to achieve within this project.