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There is much to be said for tapping into the collective wisdom of the community.
All sorts of companies have joined the crowd -- for all sorts of reasons. Some are pitching or testing products. Starwood Hotels plans to open its new prototype, The Aloft, in 2008, and has built a virtual version in Second Life to get members' feedback on its design and features. It has sponsored concerts there to bring in visitors, most recently featuring Ben Folds, formerly the lead singer of the now-defunct Ben Folds Five.
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