“…There is ample documentation of 'masquerading' and experimentation with digital identities in virtual worlds to suggest that trust is a fragile concept, and yet the large numbers of Internet romances as well as business partnerships online would also suggest that trust is surprisingly quickly gained, as well as lost (Au, 2008;Bartle, 2004;Boellstorff, 2008;Guest, 2007;Meadows, 2008;Reeves & Read, 2009). Trust is a major component of creative collaboration, and so in order for SL to be a successful design innovation ecology it will require ways to increase trust, tacit knowledge sharing and simulation of face-to-face meetings (Lin, 2001;Reeves & Read, 2009;Rive et al, 2008;Von Krogh et al, 2000). That trust can take the form of trust in the integrity and performance of the SL platform, and the company that runs it, as well as the ability of the law to uphold legal challenges to individuals' copyright claims (Lessig, 2006).…”