I agree it is an 'eventuality' and while it might be premature to pick the big players yet, it is worth investigating and keeping tabs on. Just looking at the huge cultural popularity of the Holodeck concept, and how much people love being able to interact with alternative realities, even in just a MOO, I agree it will happen.I'm a crazy who thinks that's practically inevitable, depending on the timeframe.
The How just isn't so clear yet.