Three Drunk Guys and a Hurricam

Ok, I ran across something fascinating while wasting time between overnight liveshots. Gustav was hours off, but there was a live web cam going in Houma Louisiana. Just like it sounds, three drunk guys and a "Hurricam." Three yahoos drinking out on their porch and acting stupid. Live. And I couldn't stop watching. I wasn't alone. About four thousand other people were watching. I bring this up not because I assume that you too will be fascinated by drunk guys and an approaching hurricane, but because I am trying to figure out an application for this in tv news. The web site that hosted the drunk guys is ustream.tv
Under the drunk guys cam was a box with instant messaging from people watching. They'd react to what the guys were doing. I think the guys even took a phone call from someone who was messaging them.

How could we use this in a show? Would be great for a controversial radio show that also has a web presence. Hosts could argue about something and get instant feedback. Maybe it is already being done. What else could you do?