File this under crowdsourcing (or the "wisdom of crowds"), virtual reference, or "digital sweatshop"...
A fascinating article explicates a new Amazon.com "crowdsourcing" tool called Amazon Mechanical Turk. The company ChaCha, which provides a type of virtual reference service, employs Turk workers. The author of the article tried out ChaCha, and observed that, crowds are "no more intelligent than their smartest members."
Anyway, read the article. I am not sure how to explain the concept pithily...
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