Sorry if it's been mentioned, a quick search didn't bring anything up.
I haven't been in BM since its earliest public beta, but keep hearing it's not quite ready for the masses, so this seems like an interesting thing to happen...
Spotted on CGTalk. Link goes to
BLUE MARS 3D Social Worlds - Play, Chat, Create 
The colour scheme reminds me of SL ads, to be honest. xD