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.