Thread less is an example of a firm building on its customer base to use new products and also to participate in the design and vetting of popular designs. In the summer of 2010, Dell Computer announced a partnership with Treadles for designs on its laptop computers. For a small additional fee you can get a Thread less design etched on your new Dell laptop. Why do you think Dell is keen on offering this service? What other firms use this crowd sourcing technique? Where else might this type of business model show up in the future?