Collaborative innovation

During the last TED conference a new website called Kluster was launched. This website is a social network that aims to facilitate decision making processes. Organisations can use Kluster to get customer insight and start projects for product development, creating a marketing campaign or come up with ideas to support event plans. Each project is split into phases with associated deliverables. Users can contribute by submitting 'sparks', the Kluster term for a solution, or they can propose enhancements to the sparks. The next step is that community members support the sparks they believe in by investing 'watts', the currency of the community. Kluster uses advanced algorithms to make final decisions. All activities, the reputation of members and the history of persons is taken into account. If members invested in winning solutions they get their watts back with interest and improve their reputation. The others lose their watts.
Organisations pay to have a special audience group work on their projects in a closed environment. In this way, companies can e.g. engage certain designers, engineers or idea champs selected by Kluster. They also have to pay rewards, as the watts can ultimately be exchanged for real cash and Kluster tops these rewards with a bonus fee.
There are other sites that promote open innovation like InnoCentive and Cambrian House. Also, larger corporations create their own idea places, like P&G did with their Connect+Develop program. InnoCentive and P&G focus more on 'real science', Cambrian House supports the whole process from idea to execution while Kluster focuses on decision making.
I am really curious to see if these kind of websites replace creative activities that traditionally belong to advertising or PR agencies. It is an easy way to engage outsiders and get a fresh perspective. The key to success would be that Kluster can select the right persons that really can add value. And what kind of solutions can you expect out of a virtual community without a real upfront commitment? Well, perhaps I am just negative here, sites like Threadless prove the success of voting by the masses. Most difficult part would be convincing traditional managers that Kluster is an effective solution...