Provocative idea. Agree (and upvoted swombat) that 100% is inaccurate. Here's the thing: how many applications do you use today that if they used the model upstartly.com is providing YOU would have invested in. I spend a huge amount of time in Clicky (web analytics) today and am a paying customer, but I wouldn't have given them $5 to build it. I needed to see it working—and try it—before I made that commitment.