Thomas Otter offers some insight into SAPs experiences and implementation exercises with wikis (like at SDN). Yes, this is emergence in action, and yes it will probably fundamentally change how software is developed, supported and marketed.
But that he points out this post by Jeff Walker of Atlassian (“How to Ruin a Perfectly Fine Product with Marketing”) on the pros and cons of marketing is more important, because establishing these tools needs “marketing firepower” that Google and Microsoft can and will deliver:
[…] I do like both Microsoft and Google. Why? Because they are about to commoditize wikis for the masses and educate another 10 – 50 million people on wikis. In rather different ways. Wikis, which without doubt are one of the two killer apps to emerge from Web 2.0 Wonderland, along with blogs, will be spread and will benefit from the massive marketing budgets and reach of the Evil Empire and Do No Evil. (Jeff Walker)