Although American marketing professionals have learnt to never copy and paste anything a Japanese teenage girl might do with her mobile phone or an Internet user in South Korea, this thing has legs:
“Tapping a South Korean inclination to help one another on the Web has made Naver.com the undisputed leader of Internet search in the country. It handles more than 77 percent of all Web searches originating in South Korea, thanks largely to content generated, free of charge, by people like Park and Cho.”
Yahoo has so many assets that if they actually did something with them, might find out whether the strategy does have legs or not. I am looking at you Yahoo Answers.