Here's a great post from fellow CP+Ber Colin Drummond:
Only the latest of many, many examples.
Be afraid. Be very afraid. OK, if you don’t want to be afraid, at least understand how big this is. The reason it’s spreading is because it’s working. Sure, you have to sift through a lot of the crappy ideas you get, but there are some good ones in there. Actually, not just good ideas, REALLY good ideas.
Creativity really does look like it could get commoditized. The great democratic idea of our business - that everyone is creative –is becoming very real, very fast. So, the big question is: what left in our business will not be a commodity? What do you think?