A friend of mine wanted to go this route. I helped her look for small web developers to implement her idea, in the end we concluded that approach is just too expensive, and ends up being too much of a risk (she wants to bootstrap this idea without outside investors).

While looking for developers she was lucky to come across a small web development studio who liked the idea enough to invest some of their own time to develop this idea. We'll have to see how that turns out, but so far everyone involved seems passionate enough, so I think they have a chance of succeeding.