I've seen/implemented this at three different companies and it always went well -- and there were many folks who didn't think it would. I like the "selling" id

I've seen/implemented this at three different companies and it always went well -- and there were many folks who didn't think it would. I like the "selling" idea, and even though it already feels a little too over-engineered the way the MS guy is pitching it, I might add one more wrinkle: nobody stays on the same feature team more than X months. Becoming an expert in a particular area is sorely needed in many tech organizations, but after 1, 2, or 3 years, it's probably time to move on to something else.