For a look at one potential future of MROCs, I recommend reviewing http://www.expotv.com/

Most MROCs are currently (a) private and (b) built around a shared purchase (or interest).

This type of MROC is a massive open-air bazaar for product testing etc. built around many different product affinity groups.

It also takes full advantage of short, consumer created, video vignettes examing the product and that consumer’s reaction.

I can’t imagine this tool replacing more secure MROCs, but it could prove useful to researchers.