Ross has a great piece where he introduces the term Middlespace:

Ross Mayfield

[from Many-to-Many - Middlespace]

Bottom-up phenomena has [sic] accelerated in recent years because of social software. A relatively simple decentralized pattern of enabling more connections and groups to form has complex results. These results (for example: open source, the long tail, heterarchical organization, emergent democracy, wikipedia and participatory media) hold great promise. Bottom-up production is driven by social incentives, comes at a lower cost, realizes economies of speed and enhances quality through diverse and greater participation. Despite these benefits, Bottom-up phenomena is perceived as a significant risk because the dynamic of control is uncertain. But every risk has its rewards and can be managed if known.

This is the emerging model of control: let the swarm control itself. Businesses that learn to operate in the middlespace will win, while those that continue to operate solely in a top-down fashion will lose.