The Networked World: about the applicability of nonmarket production

Looking at nonmarket productions i have to honestly admit i've been for long time extremely suspicious, but i started lately revising my opinion, perhaps due to a different approach to the subject.
My biggest concern is connected with the singularity of those successfull stories. Although nonmarket productions may feel attractive for what they represent (as Linus Torvalds describes the possible motivations for them as survival, social position and entertainment) i believe they are mostly suitable for large scale produsctions, where people can feel part of something "big". In short, i believe that not only the porpouse of the production should be something clear that represent positive ideals, but it also has to reach a relatively well dimensioned scale to be appealing to many people and let them feel they are contributing to something which will finally be giving a positive contribution. (for example, Linux, Wikipedia and many others rely a lot on their non-branded brand)