Last week, I was invited to get my hair done in the metaverse.
In what was the strangest PR email I’d received for some time, a leading haircare manufacturer offered up a seat in a virtual salon, where my avatar would get a luxury treatment the real me could only dream of.
Blurring the lines between the physical and the digital, the idea is that this will become a way for people to “test run” new looks on themselves before perhaps choosing to go ahead with it. While I don’t foresee myself ever asking a hairdresser for anything more extravagant than a two round the back and sides and a bit off the top, thanks, the metaverse offers a risk-free opportunity to experiment.
And in this instance, all without ever strapping on a bulky headset.
Image: Meta’s latest headset, the Quest Pro, launched last month for $1,499
Meta’s place in the metaverse
When Zuckerberg talks about the metaverse, he’s predominately talking about Horizon, which is the virtual world his company has created to host various experiences – from chatting with friends, to collaborating with work colleagues – while you wear a Meta Quest headset. Since the release last month of its $1,500 “Pro” headset, you’ll likely have seen Meta adverts and billboards pitching the metaverse as the perfect home for those exact kinds of experiences.
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And there are certainly believers.
Nicky Danino, principal lecturer in computer science at the University of Central Lancashire, counts herself as one of those already on board, saying the metaverse offers “amazing opportunities and possibilities” in educational and training settings in particular. The university already uses virtual spaces to place students inside situations and environments they would never normally be able to, while institutions like the RAF have showcased how augmented reality can enhance the work of their fighter jet maintenance crews.
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But just like rebranding Facebook as Internet Inc wouldn’t indicate ownership of the web at large, don’t let Zuckerberg renaming it Meta make you think his vision is all there is when it comes to the metaverse. What Meta is building should really be seen as a platform within the metaverse, although admittedly one with an astonishingly large amount of money (tens of billions of dollars already) being thrown at it.
But there are plenty of others making moves into the space – and you’ve probably heard of quite a few of them.
Image: Meta has been on a metaverse marketing blitz. Pic: Facebook
For example, there’s Fortnite from Epic Games. No longer is it purely a space for 100 players to parachute on to an island and kill one another, it also allows them to create their own games and even attend concerts – among those who’ve performed are real megastars like Ariana Grande and Travis Scott, taking to the stage in a fever dream of brand synergy which sees millions of fans able to appear as anyone from Princess Leia to Neymar.
Speaking of brands, that’s where you’ll find some of the metaverse’s greatest advocates. Last December, sportswear giant Nike bought a company called RTFKT, which was launched to create digital goods like virtual clothes, collectibles, and NFTs. Its first post-acquisition product were the Nike Cryptokicks, a pair of digital trainers designed to be customised and shown off online.
And then there are virtual spaces like Decentraland, one of the biggest slices of the metaverse pie thus far, which is probably the closest you get right now to living an entirely separate life to your real one. As Sky News found out earlier this year, people in Decentraland are spending thousands of pounds on plots of land to call their own.
It is in some ways the ultimate utopian vision of a decentralised metaverse, where people own what’s theirs and can monetise it all themselves, taking it with them wherever they go – no strings or corporate overlords attached. It’s a vision that wouldn’t allow any one company – not even one named after the metaverse itself – to hold sway over the entire court.
Indeed, for Tom Ffiske of Immersive Wire, the idea of “interoperability” between metaverse platforms is absolutely key to its viability – there can be no one metaverse to rule them all.
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Would you buy virtual land?
‘The race for the future of the internet’
Now, all of this probably sounds absolutely bonkers to a lot of people born before the turn of the millennium. What makes Horizon different to Second Life (an online virtual chatroom inhabited by avatars) from 20 years ago? Why would Ariana Grande want to perform inside a video game? You may be perplexed as to why people are excited enough to queue for trainers in real life, let alone buy pairs they can’t even put on their actual feet.
You might be right to think it’s utterly mad – the truth is we just do not know yet. The only thing that’s certain is that these possibly brilliant, possibly baffling ideas are here to stay.
“The race for the metaverse is about the race for the future of the internet,” says Professor Yu Xiong, the director of Surrey Academy for Blockchain and Metaverse Applications at the University of Surrey.
“The areas of virtual/augmented reality, artificial intelligence and blockchain all require a skill-maturing process which takes significant time. Currently, the metaverse is facing problems with battery constraints, slow internet connections and the demise of the unstable blockchain.
“However, In 10 years’ time, once we have made battery breakthroughs, are using 6G for data transmission, and blockchain has matured, I have absolutely no doubt that the metaverse will be the future. As a result, these companies need to understand that their billion-dollar investments will have little-to-no returns until such time.”
That last comment is a pointed barb towards Meta, which has seen its metaverse strategy eviscerated by financial analysts as it tries to brute force its way to the front of what stands to be a long-term sea change in how we engage with the internet.
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Is this the end of ‘big tech’?
Gen Z are key to all this
Even advocates of the metaverse agree that when it comes to Zuckerberg’s go big or go home approach, it’s an extremely risky case of trying to run before it can walk. He appeared to think of the pandemic as an accelerator – a time-skip that would see us embrace a decade’s worth of technological change in the blink of an eye, and expanded Meta’s ambitions accordingly. Our willingness to return to pre-COVID comforts caught him by surprise.
“They’ve piled in more quickly and spent more than any other metaverse and probably not got more traction,” is the blunt assessment of Cudo founder Matt Hawkins, and yet he believes the metaverse is “the natural next stage” of a transition that’s seen younger generations grow into an increasingly digital world.
“The Gen Zs have grown purely into a digital world and quite often value digital assets more than real world assets. The idea is you can take it with you, and you can show it off to the world, so, if you spend £1,000 on a picture and put it on your bedroom wall, nobody will see it. If you buy a digital version, you can show it to the world.”
Again, this is not a particularly new phenomenon. Online games like World Of Warcraft had players showing off their exotic pets and epic armour to one another as long ago as 2004. One of Fortnite’s trump cards is that people love being able to dress up as Star Wars characters, Marvel superheroes and global sports stars, and then hang out with their friends to compare looks.
Image: Fortnite has become a hub for live events – and a place for people to dress up and show off to friends
The promise of the metaverse is to blur the lines between our digital and real lives, to the point where the former may be the one we take more pride in. The same generation which fears never having enough money to get on the housing ladder may decide the money’s better spent on a digital home to call their own.
After all, £5,000 will go a darn bit further on Decentraland’s housing market than it will on Rightmove (although, somewhat ironically, Spitfire Homes just became the first UK homebuilder to create a show home in the metaverse).
Image: Pic: Spitfire Homes
John Needham is the president of esports at gaming giant Riot Games, and before that oversaw a Microsoft augmented reality project called Hololens, which blends the meta and physical worlds via a headset which overlays digital effects and items into a real space.
“Millennials and Gen Z are on their phones all day, their presence is defined by their digital presence,” he said.
“Gaming has been scratching at what [the metaverse] will look like for a long time, with MMOs (massively multiplayer online games) with games like The Sims. I think doing that, at a human race scale, is going to require much better technology than we have now.
“But you see all the signs that your digital persona is becoming more and more important, it will evolve into being the primary important thing. I don’t know if it’s this generation or next generation, but I think it’s inevitable.”
Image: BAE Systems and the RAF are working with AR to improve aircraft maintenance
Whether it be education, industry, or just dancing with friends at an online gig, it’s clear that increasingly we’re dipping our collective toe into the possibilities that the metaverse might offer.
For Cudo’s Matt Hawkins, all that’s missing is a eureka moment. Like access to information and ecommerce drove people towards the internet, and connections drove us to social media, what takes us en masse to the metaverse?
Zuckerberg seems determined to make it him, and appears ready to make or break Meta to find out.
Footage has emerged of the moment 15 aid workers were killed in Gaza last month – showing their ambulances and fire insignia were clearly visible when Israeli troops are believed to have opened fire on them.
The bodies of 15 aid workers – eight medics working for the Palestine Red Crescent Society (PRCS), six civil defence members, and one United Nations employee – were found in a “mass grave” after the incident, according to the head of the UN Office for Coordination of Humanitarian Affairs Jonathan Whittall.
The Israeli military said it is investigating – claiming before the video came to light that its initial inquiry found its troops opened fire on vehicles without headlights or emergency signals, which therefore looked “suspicious”. It also says there was an evacuation order in place in the area at the time of the incident.
But video footage obtained by the PRCS – and verified by Sky News – shows ambulances and a fire vehicle clearly marked with flashing red lights.
Image: Vehicles are seen with red flashing lights in the footage
Sky News has used aftermath video and satellite imagery to verify the location and timing of the footage.
It was filmed on 23 March north of Rafah. It shows a convoy of marked ambulances and a fire-fighting vehicle travelling south along a road towards central Rafah. All of the vehicles visible in the convoy have their flashing lights on.
It was filmed early in the morning, with a satellite image seen by Sky News taken at 9.48am local time on the same day showing a group of vehicles bunched together off the road.
The PRCS first posted about losing contact with its crews just before 7am local time.
Satellite imagery shows the area on 26 March, three days later. Tyre tracks are visible, as are groundworks likely created by military vehicles.
Image: Pic: Planet Labs PBC
The footage is first filmed from inside a moving vehicle, through the windscreen a convoy of vehicles is visible – including ambulances and a fire truck with flashing emergency signal lights.
When the convoy stops, a vehicle is seen having veered off the road to the left-hand side.
The vehicle where the video is being filmed from stops and the aid workers get out. Intense gunfire then breaks out and continues for around five minutes.
The paramedic filming the video is heard saying in Arabic that there are Israelis present – and reciting a declaration of faith used before someone dies.
Hebrew voices are also heard in the background but it is not clear what they are saying.
Image: The footage was filmed from a moving vehicle
Israel conducting ‘thorough examination’
In a fresh statement on Saturday, the Israel Defence Forces (IDF) said the incident is “under thorough examination”.
“All claims, including the documentation circulating about the incident, will be thoroughly and deeply examined to understand the sequence of events and the handling of the situation,” it added.
In its statement on Saturday, the PCRS said the clip was “found on the phone of martyred EMT Rif’at Radwan, after his body was recovered” and that it “clearly shows that the ambulances and fire trucks they were using were visibly marked, with flashing emergency lights on at the time they were attacked”.
“This video unequivocally refutes the occupation’s claims that Israeli forces did not randomly target ambulances, and that some vehicles had approached ‘suspiciously without lights or emergency markings’,” it added.
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Speaking at the United Nations on Friday, PRCS president Dr Younis Al Khatib said the organisation has “asked for an independent investigation”.
He added: “Something I can release, I heard the voice of one of those kids. I heard the voice of one of those team members who was killed and his phone was found with his body and he recorded the whole event.
“His last words before being shot, ‘Forgive me, mom. I just wanted to help people. I wanted to save lives’.”
Image: Pic: Palestine Red Crescent Society (PRCS)
Dylan Winder, permanent observer of the International Federation of the Red Cross (IFRC) said it is “outraged at the deaths of eight medics from the Palestinian Red Crescent Society killed on duty in Gaza“.
“They were humanitarians. They wore emblems that should have been protected. Their ambulances were clearly marked, and they should have returned to their families. They did not,” he said.
“Even in the most complex conflict zones, there are rules. These rules of international humanitarian law could not be clearer: civilians must be protected, humanitarians must be protected, health services must be protected.”
In a statement issued before the footage of the incident emerged, the IDF said it condemned “the repeated use of civilian infrastructure by the terrorist organisations in the Gaza Strip, including the use of medical facilities and ambulances for terrorist purposes”.
It claimed that several members of the militant groups Hamas and Palestinian Islamic Jihad were killed in the incident.
It did not comment directly on the deaths of the Red Crescent workers but later told the Reuters news agency it had allowed the bodies to be recovered from the area, which it described as an active combat zone.
Image: Fifteen people died in the incident on 23 March
Bodies found in ‘mass grave’
The bodies of the missing aid workers were found in sand in the south of the Gaza Strip in what Mr Whittall, called a “mass grave”, marked with the emergency light from a crushed ambulance.
He posted pictures and video of Red Crescent teams digging in the sand for the bodies and workers laying them out on the ground, covered in plastic sheets.
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Bodies of aid workers found in Gaza
Philippe Lazzarini, head of the UN agency for Palestinian Refugees (UNRWA), said that the bodies had been “discarded in shallow graves” in what he called “a profound violation of human dignity”.
According to the UN, at least 1,060 healthcare workers have been killed in the 18 months since Israel launched its offensive in Gaza after Hamas fighters stormed southern Israel on 7 October 2023.
The UN is reducing its international staff in Gaza by a third because of safety concerns.
Palestinian health authorities say more than 50,000 people have been killed since Israel launched its campaign in Gaza in response to the 7 October assault, when Hamas militants crossed the border into southern Israel, killing more than 1,200 people, and taking some 250 hostage.
Gaza’s health ministry records do not distinguish between civilians and combatants.
Gaza’s health ministry has removed 1,852 people from its official list of war fatalities since October, after finding that some had died of natural causes or were alive but had been imprisoned.
The list of deaths currently stands at 50,609 following the removals. Gaza’s health ministry records do not distinguish between civilians and combatants.
Almost all of the names removed (97%) had initially been submitted through an online form which allows families to record the deaths of loved ones where the body is missing.
The head of the statistics team at Gaza’s health ministry, Zaher Al Wahidi, told Sky News that names submitted via the form had been removed as a precautionary measure pending a judicial investigation into each one.
“We realised that a lot of people [submitted via the form] died a natural death,” Mr Wahidi said. “Maybe they were near an explosion and they had a heart attack, or [living in destroyed] houses caused them pneumonia or hypothermia. All these cases we don’t [attribute to] the war.”
Others submitted via the form were found to be imprisoned or to be missing with insufficient evidence that they had died.
Some families submitting false claims, Mr Wahidi said, may have been motivated by the promise of government financial assistance.
It is the largest removal of names from the list since the war began, and comes after 1,441 names were removed between August and October – 54% of them originating in hospital morgue records rather than the online form.
Mr Wahidi says his team audited the hospital data after receiving complaints from people who had ended up on the list despite being alive.
They found that hospital clerks, when operating without access to the central population registry and lacking full names or dates of birth for the dead, had marked the wrong people as dead in their records.
In total, 8% of people who were listed as dead in August have since been removed from the official death toll. Many of those may later be added back in, as the judicial investigations proceed.
‘It doesn’t look like manipulation’
Gabriel Epstein, a research assistant at US thinktank The Washington Institute for Near East Policy, said there’s no reason to think the errors are the result of deliberate manipulation intended to inflate the share of women and children among the dead.
“If 90% of the removed entries were men aged 18-40, that would look like manipulation,” he said. “But it doesn’t look like that.”
Of those entries removed since the start of the war and whose demographic information was recorded, 41% are men aged 18 to 60, while 59% are women, children and elderly people.
By comparison, 44% of remaining deaths are working-age men. This means that the removals have had the effect of slightly reducing the share of women and children in the official list.
Names were previously added to the list without verification
Until October, Mr Wahidi said, names submitted via the online form had been added to the official list of registered deaths before undergoing a judicial confirmation process.
The publication of unverified deaths submitted via the form had previously led to issues with the data, with 1,295 deaths submitted via the form being removed from the list prior to October. This included 474 people who were later added back again.
Sky News previously understood that names from the form were only published after undergoing judicial confirmation. However, Mr Wahidi says this practice only began in October.
“This does cause me to downgrade the quality of the earlier lists, definitely below where I thought they were,” said Professor Michael Spagat, chair of Every Casualty Counts, an independent civilian casualty monitoring organisation.
A Ministry of Health document from July 2024 confirms that names submitted through the online form were, at the time, included in the official fatality list before being verified.
These names “are initially included in the final count of martyrs, but verification procedures are undertaken afterward”, the document says.
“They basically said that they were posting these things provisionally pending investigation,” said Prof Spagat.
“There may have been literally zero people, including us, who actually absorbed this message, but they weren’t hiding it either.”
More than 1,200 Israelis have been killed in the 7 October attack and ensuing war.
The Data and Forensics team is a multi-skilled unit dedicated to providing transparent journalism from Sky News. We gather, analyse and visualise data to tell data-driven stories. We combine traditional reporting skills with advanced analysis of satellite images, social media and other open source information. Through multimedia storytelling we aim to better explain the world while also showing how our journalism is done.
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