Any business that wanted to set up shop inside the OASIS had to rent or purchase virtual real estate (which Morrow dubbed "surreal estate") from GSS. Anticipating this, the company had set aside Sector One as the simulation’s designated business zone and began to sell and rent millions of blocks of surreal estate there. City-sized shopping malls were erected in the blink of an eye, and storefronts spread across planets like time-lapse footage of mold devouring an orange. Urban development had never been so easy.