Ming: Klytus, I'm bored. What plaything can you offer me today?
Klytus: An obscure body in the S-K system. The inhabitants refer to it as the planet...Earth.
Ming: How peaceful it looks...[Causes an earthquake.]
Klytus: Most effective, Your Majesty. Will you destroy this...ah...Earth?
Ming: Later. I like to play with things a while, before annihilation. - Flash Gordon (1980)
It worked and grew because it tapped into the heretofore unmarshaled energies of the uncredentialed. The thesis procrastinators, the history buffs, the passionate fans of the alternate universes of Garth Nix, Robotech, Half-Life, P.G. Wodehouse, Battlestar Galactica, Buffy the Vampire Slayer, Charles Dickens, or Ultraman—all those people who hoped that their years of collecting comics or reading novels or staring at TV screens hadn’t been a waste of time—would pour the fruits of their brains into Wikipedia, because Wikipedia added up to something.