James reflect's on Nike's expensive attempt to build a community, Joga.

Compare this to Arseblog, a blog written by a single Irishman armed with a fan's insight into the anxieties and passions of Arsenal Football Club, a wicked turn of phrase and many pints of Guinness. Six or seven hundred comments echoing, challenging and baiting each Arseblog post is entirely normal. Alexa tells us that today Arseblog and Joga stand side-by-side in the traffic play-off. The community lives, breathes and inspires in a way that Nike and Google's combined $400bn muscle struggles to match.

(This idea also appears in James' and my ChangeThis manifesto: Co-creation Rules)