This. Business books like Rework are about sharing ideas from the authors. People who read it want to share it with other people they know, too, which is why a paper version is great - it's continuously share-able.
Whenever I see a resume with open source code, I always visit and try to read some of their code. I rarely ask them about it (there's little time), but it does inform which questions I want to ask in the interview and my overall impression of their skills.
I do something similar, but my "formula" also takes a few other inputs, like the security level of the website and the number of times I've had to change the password for regular password changes. The hope is that I have a hard-to-brute-force password, and if one password is revealed, it won't be a key for all my other accounts, but I only have one thing to remember for dozens of accounts.
I can't even tell you the number of times I've gone to a website, said to myself, "I know I have an account here...was it before or after I started using the password formula?" and applying the formula gets me into my account.
It's "open-source" but the source isn't available and there's no way to contribute? Their website (armstrongcms.org) mentions they have a GitHub page, but it's not linked, and I'm not finding anything from searching repositories for "Armstrong."
I think the styles are more similar than Ryan makes it out - both have control over their environments, but in different ways. At Zappos, they have standard half-height cubes and they control their environment by sticking things on the wall and hanging it from the ceiling. At 37signals, I recall that they designed that office - they had a deeper influence on their environment than Zappos. Same thing, but a different style, and each one very much demonstrates the company culture.
Limiting how many jobs people can apply to on your website isn't going to stop people from applying to lots of places, it just means that they're not going to use your website that much. And people looking for a job aren't going to drop a lot of money to apply for jobs because they don't have a source of income, which also makes them want to avoid your website. Sure, you could overcome these things if you had an extremely high placement rate, but that's going to be very hard, especially in the beginning.
Your core idea might be a good one, but companies have better ways of making applying more expensive. They have puzzles and automated assessments. Some places basically only hire people who can network in, others require a specific certification, and many bias towards people who have some public work.