“Andy Bond’s personal commitment to this project would suggest that Asda is serious about empowering its customers, rather than simply embarking on a superficial publicity initiative. It is also worth noting that Asda’s Wal-Mart parent is widely regarded as a pioneer in the use of the social media in the US. It has made mistakes – allegedly paying bloggers etc. – but has always been prepared to innovate”.

I certainly didn’t mean to imply that ASDA is embarking on a ’superficial publicity initiative’ just that, contrary to what I initially hoped on seeing the article, it wasn’t in the Spirit of Co-creation as we know it at Sense and won’t have the same outcomes tho is indeed a worthy step forward, as was Tesco’s recent decision to open up its API, albeit at a more geeky level .