Interesting article on communities of choice (not wisdom of crowds) leading the way to collaboratively support each other towards a goal in the article "Smart Mobs, Smarter Puzzles", here authored by Clive Thompson. The article states:
"It's in becoming a neuron in a much bigger intelligence: Finding a piece of evidence, contributing it to the wiki that players inevitably create, and brainstorming with others to figure out what everything means. ARGs could not have existed before the Internet."
One of the best examples of this phenomena is the coupons and discount codes space on the internet that is not corporation or for profit organization driven.