I don't believe Collective Intelligence exists.
It's all about INFLUENCE! The strongest influencers intelligences make the final "composition" label.
Mostly, without knowing it!
InflOps (let's call like this the influence operations) efficiency (covered area, speed of transfer, stability of outcomes) gave the best results when they were subtly attached to a natural, informal wave of influence in the initial stages, without a clear intent.
Paradoxically, the informal influence of an individual starts to decrease while he/she becomes an acknowledged influencer, and a great amount of formal influence (promotion, communication) will be required to maintain his influence at commercial levels.