Interesting video and thought-provoking. Initially I thought maybe the Hawthorne effect is also worth mentioning - that sometimes people work harder when they feel they are being observed. But the bigger point I feel running through IT systems that are successful is basically Gamification - making things fun for everyone to contribute for example the Amazon review and rating system, etc. Gamification makes sometimes work more fun when done well I feel. Gamification can be applied to programmers, customers, and other stakeholders. Cheers, K