Kill your Co-Workers

And now that I got your attention, "Kill Your Co-Workers" is the name of the psychedelic band, Flying Lotus', latest release. The video was animated by Beeple. But the story doesn't end there: what's nice about this news is that the models are open source, and there is an open invitation for animators to re-use them to make other videos. Here, the whole story from their page:

Flying Lotus and animator Beeple present brand new video ‘Kill Your Co-Workers’ taken from ‘Pattern+Grid World’ (out now).
In an open invitation to animators across the world to make new scenes and stories with the parade of fantastical characters that feature, the source 3D models have been made freely available for you to download and use in your own works.
Download the source files here – and
Upload your creations to this Vimeo group
More info at Warp.net

What I want to know if what do you think about this kind of initiatives. Good oportunities, plain fun or soulless marketing strategy?

Via: Flying Lotus