Ben and Matt didn't know what they were starting with Project GreenLight. Lately, everyone's getting into the "Send Us Your Content" game, asking hip, young consumers to send in their own material, hoping the cool effect will wash over their brands. First it was WinterFresh Gum, then ConverseGallery celebrated their own originality, and now ,Cadillac wants just five seconds of your time for a Super Bowl promotion. Think of what all those eight year old Cambodian children could have produced for Cathy Lee if she had given them camcorders.