Recently companies have been using the user as a part of the company. Twitter for instance, as informed by this article, literally used the people that used twitter to help come up with new ideas for the website. This helped create new links on the website which would allow users to do what they do easier.
Other companies have done this as well, such as flickr. I never knew this but Flickr was 
originally a part of a big online game. They then realized that people were using the photo application of the game more, so they are now strictly photos. Ford, also another large company, recently began using university students to help come up with new idea for their in-car system.
originally a part of a big online game. They then realized that people were using the photo application of the game more, so they are now strictly photos. Ford, also another large company, recently began using university students to help come up with new idea for their in-car system. 
I think that this may become a new trend among companies. I think it makes there job easier, and helps them realize what the average person wants. I am also assuming it is cheaper. I think it is mostly great for us the consumer because we know that someone similar to us, another consumer, is helping them put these ideas together. I don't think that there is a down side to this, the companies are simply trying to speak to the average person and find out what it is that they can do to make it better.
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