Firefox Flicks and Stroking your Users

Via the show notes for the latest Inside the Net podcast, here is the Firefox Flicks site showcasing user generated 30 second ads for Firefox (either live-action or animated). Now that is how you stroke your most passionate users... showcase their talents and your product in one fell swoop. Do you really think you could get users to do this for IE? Or for Opera for that matter? The Mozilla guys appear to be serious in gaining share with the imminent launch of Firefox 2.0. I think they're really using the open-source mentality to their advantage.