Well in that example take any company selling services and consultancies helping other people incorporate these technologies and using them efficiently. There are a large number of companies working in the web industry, basing their model on open source technology. The technology is free, but not everyone knows how to use it, how to personalize it to fit their needs etc, and this creates a whole new `industry` within the web business.
Now the book is mostly about how to use the whole idea of mass collaboration in a regular business, and it is very interesting. Take the company Goldcorp who is a mining company. In this business most companies keep their exploration data very secret, as this can help them keep their gold for themselves. The problem is that the analysis and exploration is very complicated, and require huge financial resources, which doesn`t at all guarantee results. The company CEO (or maybe the former) figured out a way of how to use a huge network (outsourcing you could call it), where they put out their exploration data to the public, with cash prizes for the people actually helping with the results. I don`t remember the exact growth number, but the company doubled their exploration results many times, as "more minds produce more", and `opening up` their business helped them into great success, something that no one had thought about in that business...
You should really give it a read Craig, it`s a great read :-)
Hope everything`s good!
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