Why Netflix CEO Let Hackers In His 'Digital Chocolate Factory'

At the time, it was giant news in the world of coding: In 2006, Netflix offered $1 million to anyone who could improve its movie-recommendation algorithm by 10%. 

In doing so, CEO Reed Hastings took the unprecedented step of making available the company's huge troves of data from customers. In a recounting of the competition at Thrillist, Dan Jackson likens Hastings to a "tech-age Willy Wonka" who had decided to let "any curious hacker into his digital Chocolate Factory"—but "instead of a chocolate river, he offered a gushing stream of data." 

Because this was a relatively low-tech contest, amateurs went head-to-head with veterans, and it became surprisingly intense. It would go on for nearly three years, but with a twist: Competitors would share insights with one another in the quest toward the elusive 10%, though they eventually formed into rival supergroups of sorts.

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