Why not? WoW, for instance, could be a fantastic environment for online meetings & as a help desk/corporate hot spot. For example, a dungeon instance could be the place where all the attendees for a meeting could be allowed in & interact with each other while/after the event was over. The help desk would likely grab regular users as they would have a being of a sort to interact with. This could be done on a company-by-company level, or there could be many companies available in this way, with fast travel between them. It could be a double bonus if the visitors to the site could go on small quests while they wait, with some sort of reward system built in.
It's actually got quite a few nifty features, but my team ended up not really using it. I particularly liked the "walking into a room automatically joins you to the audio channel" bit for meetings, but it's ultimately a bit of a gimmick.
