Virtual Reality at Kimberly-Clarke
Kimberly-Clarke has developed a Customer Immersion and Design Center to allow customers to view and virtually interact with products (article in InformationWeek: Kimberly-Clark's Virtual Product Demo Center Yields Real Ideas On How To Sell More Products).

Here is an extract from the press release describing what they are trying to achieve:

"Through using the virtual reality system and the K-C SmartStation, the company can create real store settings, down to retailer-specific color palettes, graphics and layouts. These 3-D, interactive store models allow K-C and its customers to explore hypothetical in-store design and merchandising concepts without having to move a single package of product, enabling K-C and the customer to test the impact of these concepts prior to launching them."

I expect 3D worlds to penetrate the business environment with similar high-value applications.