Swarm Creativity

I have noticed, in the course of my stream-of-consciousness searching, that books are not just books anymore; they are ongoing conversations, sustained (or hyped) by websites and blogs. I happened on this book, "Swarm Creativity ..." (that I thought was about something it turned out not to be about), but as I was following the book trail I soon stumbled across swarmcreativity.com/ and swarmcreativity.blogspot.com. It's not always clear just who is behind the curtain on these sites.