It's even possible, he suggests, to make civic involvement look more like "Farmville" or an online game - the "Citizenville" of the title. While he positions this idea as more of a metaphor than something that should be pushed into reality, he repeatedly suggests that a "mashup of gaming and civic engagement," powered by "real physical rewards," could get people to interact more fully with their communities.
I'd agree with that.
In fact, I've been promoting such a hub world for a while now. I may even have a slide deck or two lying around with visualizations of how such a platform could look, what forms the rewards could take and why this platform would generate traffic and facilitate collaboration.
As for how to address the clay-layer in the bureaucracy and win-focus of the political class, I may have suggested plans for that, too.