This is a great story of a company that is trying to challenge the existing model of a mass producer building something that everyone consumes. Local Motors is an integrated and a more distributed mechanism to buying cars: http://www.local-motors.com/videos
. This company exemplifies the movement towards a more decentralized way of doing things, where you empower not just your employees but the client itself.
I have yet to see a software company do it at this level. The concept is obviously that of ownership and decentralization. If you are part of the process from the start you feel ownership. Now if a manufacturing company can do this challenging an existing and well established industry, why are we in the software industry having such a hard time in letting the client get involved?
I hope you all like this story. If this is a success, this would be a great example of a starfish organization. (Referencing the book: http://www.starfishandspider.com/