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POPSWe'll all be citizens of virtual worlds What is the point of all this? It is quite likely that it will be a natural thing for future generations to meet their friends in worlds such as these, where they can watch the same music or videos while chatting to each other. And if that is where youngsters will be hanging out, then brands and media, including newspapers, will have to be there. Other life-mimicking worlds about to be released include shopping malls such as themall.tv, which aims to emulate an entire shopping mall with scores of high street shops. It claims to have signed up 500 brands.