I ran into a old friend in Best Buy last week and he told me to look at this article – it took me a while to find it – so here it is – it was in Time Magazine February 26, 2007 – Page 51.
Here is a quote:
Clever entrepreneurs and even established companies can profit from this volunteerism–but only if they don’t get too greedy. The key, Benkler says, is “managing the marriage of money and nonmoney without making nonmoney feel like a sucker.”
Here is a URL:
http://www.time.com/time/magazine/article/0,9171,1590440-2,00.html