Thank you for the comment, Stephen! I do agree that it might work for large company to create buzz or awareness for a new product, but for 9 out of 10 small to medium businesses it's a waste.
As for ideas, I personally believe that ideas are near-worthless. Even the very good ones don't mean much until you execute them, put effort to market and maintain them, etc. So far, I've seen far more benefit in being open than secretive.
I always act on ideas I believe are worth following so I value ideas but the very word "idea" implies something of the mind and not acted on and must admit I have met a lot of people who don't act in general never mind when a possible good idea hits them.