Boy, are them ever true words. Bingo!
But the gonzo plan, Andrew, is not for workers to talk about products, as you seem to assume. If that assumption were what I was proposing, I'd have to agree with you that it was unworkable for precisely the reasons you give. Instead, the gonzo model calls for employees to talk about things THEY are passionately intereseted in. In such cases, amatuers are the best "experts." As I wrote in the book, "When paradox becomes paradigm, worst practices work best."