"Open Social" for BrightCove?

As if TechCrunch didn't provide enough coverage of BrightCove as it was, they threw this one over the fence today. Now, here is the thought I want to provoke: it appears to me that BrightCove is trying to create an "Open Social"-esque platform for end users to develop extensions/apps. Thoughts? If this is true it will be an interesting way for them to drive their business and differentiate it from other competitors. If we have learned anything this year from Apple and Facebook, getting a lot of developers on board (who then get you free press via. their innovations and new features) is an all around good move.