In ‘Maker to Market’ spaces, things can get even messier. Several of the companies on this path depend on ‘open innovation’ models that allow them to engage with keen communities, providing ongoing feedback and mass customisation. This also allows customers to be used as a cheap form of R&D; a practice common in the creative and culture industries, described by Miya Tokumitsu as ‘Do what you love’ where a volunteer workforce works for passion and social capital rather than actual hard cash.