I went through a Second Life land trading phase quite a few years back. Properties like this were very valuable to advertisers. Because of advertisers, it was possible to be a niche real estate mogul for weird useless little virtual properties like this that could earn you an actual meaningful real-world income. Second Life had (may still have, I've not been back in a while) its own advertising industry and multiple adtech networks. A despicable inevitability of having completely free content creation tools and also an economy that can trade with real money. People trying to sell their creations want people to pay in game currency to get their things, so they can extract the value to real money. They want people to know about their products, so they turn to people who will accept in game currency to blast awareness of their products everywhere. Those advertisers want land, which they need to buy. Probably from another player.
So, the first thing I thought of when I saw this plot was "BILLBOARDS!!!" and I hate it.