Enabling customers to collaborate with you - in creating, distributing, marketing, and supporting products - is what creates a premium in today's market.
Facebook didn't translate its own Spanish and German versions: it created a platform for translation and handed the task to its users, who did the work for free.
The most successful enterprises today are networks - which extract as little value as possible so they can grow as big as possible - and the platforms on which those networks are built.
Networks are built atop platforms. A platform enables. It helps build value. If it is open and collaborative, those users may in turn add value to the platforms.