Playboy is already building a "MetaMansion" and now the world's first "sexual wellness" centre has opened in this new digital reality.
Lovehoney is behind the pop-up space in Decentraland — a 3D world designed on the Ethereum blockchain and token-based commerce at its core.
Think erotic NFT art going up for auction, a digital dancefloor to show off new music-based products, educational videos and workshops.
Only two of the floors were open when I created an avatar to visit on launch day.
There was no NFT art or workshops I could find with just two of its four floors accessible via the lift.
Bryony Cole, Lovehoney's global sextech expert, said you don't need VR goggles to get involved.
"People naturally look at entertainment as the only possibility for sextech, but there is also a great potential for sex education, sexual happiness and sexual health support in the Metaverse," Cole said.
"Plus, the combined anonymity and intimacy of this platform, allows people to engage with this topic further, where they perhaps don't feel comfortable in real life, allowing more people to educate
Moving around Decentraland with a keyboard and mouse wasn't as easy as I thought it'd be and it's hard to ignore how comically outdated its visuals are.
The value of the metaverse is up for debate.
Trillions is Meta's hope but tech stocks are crashing around the world but that hasn't stopped investment from Microsoft, Nvidia and more.
Apple is even rumoured to be working on a mixed reality headsets of its own.
However, blocky worlds reminiscent of games like Minecraft don't go hand-in-hand with sexuality, and online anonymity is well documented in leading to bullying and harassment.
Lovehoney insists its visitor's wellbeing and protection is its "highest priority".
A security avatar, Betty the Bee, will greet visitors at the front door to the pop-up space, ask to ensure they're over 18 and provide information on how they can report inappropriate behaviour and block anyone who is making them feel uncomfortable.
Users can easily select the block function by clicking on the other person's avatar.
As a failsafe, pressing the "E" key on their keyboards will also move a person to a random area of the Lovehoney store.