The RFP of the future?

Hugh Macleod posted a challenge to his readers and his readers' friends on gapingvoid: Submit a bottle/label design for winemaker Stormhoek. Winner receives $2,000. The prize money is hardly the reward in participating, as the beauty of this process is collaboration within the Web community and participation in a new process. Designers (Hugh uses this loosely - even I am considering submitting something) are encouraged to add their ideas to his wiki.

This has to prove more fun and efficient than sending an RFP.