Interesting but … I get the feeling this isn't going to work because it seems to sideline the main stream of conversation. Getting the conversation to flow through a service such as this is the problem – illustrated by the fact that you have to build the channel for each organisation participating. Anyway – worth further investigation
This could be very interesting – if only because it shows how the power of the crowd could become an unavoidable overlay onto every digital place, via the use of ubiquitous infrastructures such as browsers. Even if this particular initiative doesn't work – the concept is quite scary.