The ultimate form of shared vision: co-creation

I heard prof. John Kotter pose something like:

"the ultimate form of shared vision is co-creation."

There is a hell of a lot of truth in that, needless to say. But what about this: Google letting people create their own custom version of Google, with the free service called: Google Co-Op (CSE). Is that Google following Rollyo. Is that Google empowering me to co-create Google, is that Google wanting to learn more from it's users, ... you tell me.