Social interaction is the key to learning in the museum. Paolini et.al. take the methods developed for that least real universe of video games and explore how they could be used to make real human interaction possible in the world of virtual cultural experiences. Simply by taking the requirements of museum informatics – interaction with objects and with people – to the World Wide Web, they have exposed a huge new area for research and development and begun to delineate requirements for object-based learning and social interaction that have relevance to other domains ranging from distance education to future leisure life.