What Does Might & Magic X's "Open Dev" Mean?

Limbic Entertainment, who are building the handsome new Might & Magic game for Ubisoft, have just announced the start of "Open Dev" for the game. But what does this cryptic phrase mean? Which part of the current community-infused, early-access, crowdy gaming zeitgeist are they actually riffing off here? Well, it's... different. They are allowing us to vote on various aspects of how they develop the game overall. For example, right now you can vote on how a dungeon gets made. The explain: "This week we’ll start with the general concept. The vote will be open until next Tuesday. After you have decided for one general concept, we will go into detail. So stay tuned for the dungeon fine tuning!"

Weird. Is it a gimmick? Time will tell, I suppose. They've detailed all this a bit more in a video, which you can see below.

When I saw "Might & Magic X" written in something the other day, I was assuming they were just referring to an unknown Might & Magic game, where the number could have been anything. How foolish I am.