Dude.com wants to get guys involved in the creation of a men's magazine for the public and established by the public, thereby making a community-contributed magazine. The video explains the concept of the magazine as the "democratization of the content," allowing "dudes" to control and submit content for the magazine.
Essentially the community-contributed magazine will allow the public to decide what they want to read about by submitting articles and information themselves. The magazine will be community-edited and the community of readers will decide which articles and content get will be put into the final magazine. Dude.com gets rid of the "chief editor" and empowers the everyday man to decide what he wants to read.