This is a great video about what makes people perform better and be more creative:
One of the questions asked over and over again about open business models is precisely what makes open source work. How can Wikipedia exist? Who programs open source software? There is growing empirical evidence that the answer to that question is self-motivation, autonomy and a sense of fulfilment in being good at something.
Gamers know all about this. Why do you get a warm sense of achievement by completing a level?