However I do see that there are problems of agency in making such an arrangement work. Anytime you have a revenue stream that is supposed to be divided on an ongoing basis; you are going to have a fight and everyone involved will feel shortchanged.
The best solution I've come up with so far is a multi-layered rental market where producers rent pieces of functionality and access to content-streams and in turn are responsible for monetising the end-result. But that's not solving the transaction costs of building small sites in a way that's better than elance/odesk/etc.
The fundamental economic problem you're looking at is how to fairly value different peoples contribution to a productive asset. The traditional answer has been to form a company that orders production and manages the assets and the distribution of revenue. This introduces overhead, and generally biases ownership towards those who brought capital to the formation of the company.
I do think a protocol solution is possible where participants agree up front to a set of rules, and automate the revenue distribution and asset allocation by an internal market mechanism designed to maximise overall productivity. However I'm under no illusions that it will be easy or profitable to be the one setting up such a system; at least at first.