CrowdSourcing. Tapping the real hidden value in the organization?

When will companies recognize the untapped potential of crowdsourcing to their employees, customers, partners, and/or vendors? If you've ever watched the TV game show called 1 vs. 100 (as well as Who Wants To Be a Millionaire), you'll recognize the reality of crowd-logic. It's not like you would be forced to accept the general consensus when making a business decision; however, using aggregated group knowledge and opinions when making decisions (specifically those that impact the group) seems to me to be a total no-brainer. Because it seems so obvious to me, I'm left wondering why companies don't do it. Thoughts? Please chime in!