I think that 2L isn't nearly enough engrained into the mainstream to deserve all of the hype traditional marketing companies are giving it. There's just not enough of a user-base to support it.

That said, it'll be interesting to see if all of these companies can actually draw users to 2L. Another thing I'm interested to see is whether advertising companies will force Linden Labs to clean up the metaverse. AFAIK there seems to be a lot of 2L that centers around good ol' machinima pr0n.