crowdsourcing
When an organisation tries to develop something new* they often get stuck on the first idea they think of, and by the time they realise there was a much better direction it's too late and they are already committed to keep going along the same path. By crowdsourcing ideas, Hyperloop has the opportunity to test multiple possible solutions before choosing the best. This seems like a sensible idea to me.
*previous atmospheric railways, maglevs, etc notwithstanding ;-)