Crowd-sourced editing?

Talk Books in 2025: The Future of the Book World

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Walter Isaacson is posting parts of his new manuscript online seeking edits, feedback and comments from the Internet:

http://www.npr.org/blogs/thetwo-way/2014/01/06/260132119/book-news-steve-jobs-bi...

Part of me thinks, what? Doesn't he read the comments sections on his favorite websites?

Perhaps he thinks it's a good PR stunt.