What will be the future value of intellectual property?

Another contest involving creativity in exchange for notoriety. Some say user participation creates a personal relationship with the brand, but only if you win. If you DON'T win, you've given a fantastic design that they can use as they see fit = no compensation.

We all love a great pair of shoes, but wouldn't you love to be able to say that you actually designed a pair?  New contest powered by Zappos and Steve Madden   The contest, located at Zappos Sole Search, invites entrants to create a hot, unique shoe design for the Steve Madden collection.  Participants can let their fashion creativity run wild and produce their original ideas from scratch or they can download the provided Steve Madden assets.