I think it’s a fantastic idea and confident Sandro will do well. Marketing for Open Source requires strong understanding of developers’ mindsets and needs, and Sandro is one of the very few people who combine a strong OSS development background with an understanding of marketing & business.
I think Sandro is tapping into a huge force here. In my opinion, after the Web x.0 hype settles Open Source is what we’re finally left with as the most important change in our times, which will go way beyond software. User Generated Content is just a preview of things to come when this method of building software gets applied to a host of other uses. Good luck mate!