Is this thinking outside the box or what?

We hear a lot about changing our traditional business methods in the arts, that the lack of funding is breaking us apart, and there are great discussions on product delivery.
This man, Eric Whitacre, is taking an art form, that we usually relate it to Sunday Church, and he is delivering it to the world, he is modernizing it, he is making it vibrant and accessible. He is bringing singers together that perhaps never would of had the opportunity to sing in a choir, and he made their dreams come true.
http://www.ted.com/talks/eric_whitacre_a_virtual_choir_2_000_voices_strong.html