Because of the connection we have with them, I believe it’s possible for radio stations to find a way for their most passionate listeners to spend video game type money on radio.

At their core on-air personalities are basically the ambassadors of fun. They’re there to guide the listener from one fun thing the station is doing to another.

The short answer is that if a caller improves a segment, put it on the air. If not, don't. Done. But it's not that simple in the real world.