A contest for Second Life business plans went to a company that helps other companies create business plans for Second Life . Brilliant! Market Truths Limited is a for-real market research firm that suggests radical ideas like virtual focus groups and demographic modeling to figure out what Second Lifers want. Jon Goldstein, contest judge and partner at Catamount Ventures (an early investor in Second Life creators Linden Lab), said proudly of Market Truths, "People will pay them a lot of money, so ... it's a really good business." Here's hoping, Jon.