Why did I decide to buy a racoon outfit? Why did I build myself a beachside loft apartment instead of a castle? Why did I make myself a thin, muscular white male with a strong resemblance to the young Elvis?

Well, like all the rest of the choices you make about your online alter ego, I wish I really knew.

When it comes down to it, avatars - online characters - project your ideals and fantasies before you've had time to think of them.

Which is what's making online virtual worlds one of the hottest business propositions of dotcom boom Mark II.