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Frequently referred to as crowdsourcing, and a darling of the Web 2.0 industry, it has recently come of age as the tools and marketplaces for on-demand work capacity on the network have expanded far beyond the early volunteer communities that originally proved out the concepts. These pioneers, which include the world of open source software and online services such as YouTube and Threadless, get most of their value from a large group of people or community through the simple use of an open invitation.

The reasons that a business would use crowdsourcing is varied. They include ability to offload peak demand, access to cheaper business inputs, generating better results, and tackling problems that would have been too difficult to do otherwise.