schmap city guides - harnessing amateur content effectively

I got a message via Flickr (a photo sharing website) asking if schamp could use one of my pictures (one I'd taken in Hackney City Farm). As far as I can work out, schmap is a city guide with a map mash-up.

The whole thing is dead smart for 3 reasons:

1. It saves them having to buy photos or pay people to take them
2. They had a very slick system where I could just click to say if I was ok with them using the picture or not
3. I am now definitely going to tell people about my picture being used on schmap, which gives them a powerful boost to their for word-of-mouth activity

Link to the schmap page here.