Aside from being interesting, this is also a very effective way to be heard. People don't want to talk about what they already know and think. They like to talk about, debate, rant about, new ideas. And, by the way, that's true about most markets.
Of course, not everyone has something provocative to say that will be thought-provoking to the mass audience (nor do they have access to the world media). But, even so, if a company is communicating with a specialized (or vertical) market, it can take advantage of this technique. Particularly if it is setting out to be a leader: Why not raise questions and challenge conventional wisdom? Get people to think differently.
Yes. I know there are some arguments against this approach: for conservative markets will you alienate your constituencies; or do you have the potential of sounding like a know-it-all; etc. Of course you have to use discretion when using this approach. It's always critical to understand your markets and leverage that understanding. But, there's always a way to accomplish your goals if you think about them clearly within the right context.
Look where it's gotten Mark Cuban!