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A must see 15 min talk:
http://www.ted.com/talks/luis_von_ahn_massive_scale_online_collaboration.html#.Tt_KJLgHNYQ

Luis von Ahn is an associate professor of Computer Science at Carnegie Mellon University, and he's at the forefront of the crowdsourcing craze. His work takes advantage of the evergrowing Web-connected population to acheive collaboration in unprecedented numbers. His projects aim to leverage the crowd for human good. His company reCAPTCHA, sold to Google in 2009, digitizes human knowledge (books), one word at a time. His new project is Duolingo, which aims to get 100
million people translating the Web in every major language.