The first time definitely has a novelty to the experience of getting in the tank, settling, then floating. Then towards the end of the first session you really start to feel comfortable. Second time around you really get the max relaxation. Floating like that really lets your muscles settle in a way that they never have before - usually I carry that relaxation for a week afterwards. I never was much for massage but floating is amazing.
It was like this for me until I muted any word that was remotely political. All of a sudden it was like a toxic fog had been lifted and I could see clearly again. The article really undersells the importance of muting words. It changes everything.
You answered your own question - it's a play for the next generation.
My kids bounce between a multitude of shared digital spaces (games, chat, social, videos etc) and they would be right at home at some kind of metaverse that would bridge them all (if that's even possible).