Thanks to Yahoo! for hosting the press release announcing the official opening of There Inc.'s online world. This ambitious PC-based virtual world, created "with over $37 million in funding", is aimed at the 'mainstream market' and highlights socializing and playing, as well as world object creation, since: "70 percent of all objects currently for sale in There are created by members and 80 percent of events in There are organized by members." Real-life money can be converted to in-game currency, and during the Beta, "members... voluntarily spent on average of $7 USD per month purchasing There currency and buying in- world goods." There are even some amusing advertising tie-ins: "Digital versions of Nike's AirMax 2003 and Nike's Zoom Celar have been created... members who buy these Nike shoes for their avatars will find... they can run faster."