Consumer products work better than B2B for the "swarm of P2s" product strategy.

If you have a successful product with people who care about it, often the things the employees work on naturally improve it and make it a more successful product.

This strategy works better for consumer products than B2B, because most of the employees working on it are also users, so they have a calibrated intuition of what features to add to make it better for themselves (and likely others).