Really interesting post, James. There is definitely an incentive for workers to want the company to be successful. This model reminds me of the Greenbay Packers and the intense pride that everyone in Greenbay has for their team. I see this ownership model working extremely well for service-oriented businesses, but question its ability to be beneficial for businesses that are based on a specific technology or product.
Loved reading your post, Sam. Over the summer I went on a backpacking trip around SE Asia and, prior to leaving, did some pretty extensive research on which pack to purchase. Osprey was recommended to be time and again from experienced outdoor enthusiasts, but I had not heard of it through traditional advertising methods previously. A potential improvement to the operating model could be to engage in a marketing campaign, in addition to athlete sponsorship, to reach people not as familiar with outdoor sports. (I ended up purchasing an Osprey pack and it lived up to its durability claims!)