I used that phrase back in February. I think it's a good way to describe a way of thinking about how to respond to what's created by Web 2.0: you can't control it, you need to manage people as if they're volunteers.

James and I are going to use this title for our workshops next year. We're kicking off at the end of January with a gig at NESTA. We're also thinking of writing it up as a manifesto.