USA TODAY

Anyone who recalls the many virtual worlds of a decade ago may pose Peggy Lee's question: "Is that all There is?" In fact, "for savvy consumers it will feel like deja vu," concedes There Inc. CEO Tom Melcher. But Melcher is banking on the belief that There is a better way: a world that works simply and is aesthetically appealing. Avatars breathe, alter moods and shift their weight around. When one avatar is speaking, the others look at him or her.

Once you register and choose a customizable avatar, you land on an Earthlike planet with four zones to explore: Tiki, a lush tropical archipelago; Tyr, a mysterious dark forest; Saja, a serene cloud city; and Egypt, pyramids and all. As you wander around, you can stop in a spa and get a "facial" (even your skin color can be changed), walk the dog, race buggies or compete in a round of paintball. But the object is not so much winning or even what you do; it is whom you hang with.

"We think about it not as a game but a catalyst for conversation and friendship," Melcher says.

There even has its own economy. Using virtual currency called Therebucks, you can buy clothing for your avatar through such partners as Levi Strauss and Nike (or you can click to buy the real duds).

There is not the only firm competing for the virtual customer. San Francisco's Linden Lab is testing a stunning 3-D world called Second Life. And consumers can take on their own personas as part of EA.com's The Sims Online. "I was really impressed by what I saw (in There)," IDC analyst Schelley Olhava says. But explaining the subtle differences between There and The Sims will be a "huge challenge."