I wonder when this showed up in the idea creation. It all depends on a very actively audience engaged with the regular ads (in order to respond to comments via video response). Did they see the popularity and have an idea on how to use social tools to mid-campaign or was it in the works all along? Either way, genius.
I've used dropbox for remote teamwork. The experience worked magically, and the non-web savvy group interacted with it well. I even got enough bonus space for inviting new people to store our entire project.
One issue: because editing and saving is not live there were some issues, namely that we had to coordinate who was using the document when. We ended up with several conflicted copies and extra work.
Definitely makes life easier in remote teams - I'm working on a project with team members in Aus, UK, US, and Canada and Dropbox works excellently.
We're currently trialling it for corporate templates (Coaching Programs, Project Documents etc). Point their MS Office to a Dropbox folder, and every coach in the world will have the latest templates all of the time.
We would benefit from some permission levels (read, no write etc) to make sharing less of a risk for a bigger team, however. While it can be unwound, one person accidentally changing a template could go unnoticed.
Shameless plug: for synchronisation with full file locking, take a look at Synctus. It guarantees no synchronisation conflicts, and LAN-only access means that it is more suited to office environments (no software installation, no extra account management, etc).
I didn't dig too deep, but when we let someone go, we'd prefer that they not be able to access our private files anymore. (Especially when they go to work for a competitor!)
It's not a shared account... You remove it from their device and revoke their access to the shared folder. So, the same way you'd do it if they had a branch checked out, etc.
I see this as an incredible leap in branding in the most unexpected places (forms) for those sites that want to go above and beyond in appearing personal, innovative and positive. As an A/B test (as has already been pointed out) it proves nothing but deserves further insight.
This is a great article and I agree with it. However, I think a second point can be made that odd numbers are generally better with most collaborative groups(be it one or three founders in this case).
Alternatively, strategies like this could segregate users on search. Football and Nascar on bing and an entire class of citizens have left Google. Makes me think of Myspace and Facebook.