I remember when gmail launched a few years ago and people were begging those in the loop for a gmail invite. 3 years on most of us in IT land have a few gmail addresses and despite the occasional spam that gets though the filter its an amazingly good service. So it comes as no suprise that when the folks at google asked people to make a short clip involving the gmail envelope image for the purpose of creating a mashup video they sure came out of the woodwork to help. You can check out the video below (its kinda cool):-
After watching it I found myself wondering why google has so many people so prepared to get involved despite the fact there is no prize or any real recognition for their efforts and I think its actually pretty simple.
Google offer free products (for the most part) and they really do come across as the type of company that will make something cool, give it away and ask for nothing in return. Many of the Web 2.0 companies have cottoned on to this now and it seems to be working. Advertising revenue follows the most visited sites and google realised eirly on that free services are undoubtedly the best way to make this happen. So google keeps giving and users keep loving them for it.