It illustrates an interesting phenomenon that we will likely see much more of. The “roles” that we assign to actors in various games — whether they are “managers”, “staff”, “customers”, “investors”, “partners”, etc. used to be fixed. They will become less and less so. For example, a staff person — let’s call him Dan — may come up with an idea with a customer — let’s call her Diane — that a firm doesn’t want to do itself. That firm may help Dan and Diane set up a new firm and may even invest in it. Dan and Diane may develop new partners that are welcomed into the network.
Instead of “roles” and “rules” the above is generated by perceptions of potential value added.