I just posted a blog post related to this. My company has done a similar thing to NPR, we call it "build it in a day". I see it as a step towards 20% time projects being encouraged. I know one of the contractors with us at the moment has what they call "innovation friday" every 2nd friday. So be it a spin on the idea, I find it encouraging companies are realising there's better ways to motivate people and increase their productivity.