I have just been saying something that is supported by today's episode of rocketboom for quite some time.
The first half of the video (0:00-2:48) talks about how having a community both contributing and adding value to content creates a much more rich experience than any single entity could provide, then the Frenchman asks, "So you think business could benefit from this type of collaboration?" See the resulting discussion (2:48-5:12).
The example given is Micro Persuasion.
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