One successful example of this he doesn't mention is games. Several large-ish MMO's basically operate on this principle (Adventure Quest, Dungeon Runners and Runes of Magic to name a few). It's basically the exact same idea he's talking about, though games do have a very different incentive model than a business or professional service.
Edit: Turns out Dungeon Runners is no more. Sad, my wife and I really liked that game.
Edit: Turns out Dungeon Runners is no more. Sad, my wife and I really liked that game.