I'm currently in the process of kick-starting my experiment, with the help of my mentor, Dr Bernie Hogan from the Oxford Internet Institute.

BBC: Facebook profile photo experiment goes live

The market's advantage is that it allows things to evolve in a very human way, through a process of constant experiment, involving the free choices of millions of people.

ECONOMIST: Liberty, equality, humility

By teaming up with Kmart, Sears can take this experiment a step further and, in the process, save both companies a lot of money.

ECONOMIST: Merger at the mall | The