Hinchliffe claims more ad hoc, less hierarchical, persistent collaborations are good for business. If you think you don't have time to blog, he says, it's because you aren't blogging. Also, if you can get customers to work for you, that's a good thing. Eric Raymond's seminal article about Linux "The Cathedral and the Bazaar" seems relevant here. Hinchcliffe's talk seems based more of a Bazaar-style organization, where customers and employees have more direct access to the product or knowledge in order to improve it.
This makes me think of companies that use online gaming to monetize the contributions of customers or employees. In the game ESP , you play a guessing game with an online partner, which helps tag photos of online images for gwap.com...It seems people work best when they don't know they are working.