Business 2.0 magazine offers up a story today that should send a cold shiver down the backs of McKinsey and Bain consulting executives. Called "Crowdcasting" the service brings together 3,000 eager MBA students to generate insights into complex business problems. The company behind the service is "Idea Crossing," of Los Angeles. They put together targeted innovation "challenges" offering winners an incentive to engage in a rave-like brainstorming session.

What's the principal behind the initiative? Think "The Wisdom Of Crowds," on steroids and you have something of the idea.