A recent Wired article makes the case for "crowdsourcing," the practice of getting people from elsewhere to help you with a project. It's different from open source, in that outsiders aren't contributing code, but ideas or media.
Interesting term. Helpful way of describing some things I've experienced and seen on the web.
I found it via Warren Ellis, who, pointing to a commentary, recommends it as an approach to understanding the appeal of Second Life. People voluntarily make stuff, which becomes part of the experience, and therefore of the business model.