Businessweek article is interesting!
The co-creationization has pitfalls because if you are not TRUE - your brands gets thrashed! WOW.
Are we starting the Era of TRUTH!
Well, Co-Creationization is only possible when both sides in the creative process believe as TRUE whatever they are doing together. In fact, there is nothing Non-truth about co-creationization - however this is valid for the instant and duration of co-creationization. Truth as well know has its own problem of changing itself with time!
Co-Creationization is based on Instant perceived TRUTH, which is really what Truth is all about anyway! As there is no absolute truth!