NDA = Not doing anything
brianoberkirch.com
brianoberkirch.com
Just look at eBay - a platform for auctioning goods. The depth comes in generating a trust system (how?) then making it easy to list, and for people to send each other goods. Then each of these ideas can be fleshed out. So its not really one idea - its a whole bunch including design decisions, customer acquisition strategies, page element preferences, copy, bug fixing - a whole load.
Recently I've been asked to sign NDAs as part of employment interviews. This seems to have almost become standard practice now. I don't really think this is a great idea, and I often won't take an interview that requires an NDA. But sometimes if I am certain that I won't be developing my own ideas in the field I'll sign one. Inevitably I find that these employment related NDAs are the most frivolous, silly, and irrelevant ones I sign. YMMV.
I'm guessing an example would be if you are entering negotiations to be bought out by a public company.
-- Buddhist saying
The company to be acquired also wants to have an NDA in this case since in the event that the acquisition does not proceed you don't want your negotiating position revealed to other potential acquirers before you have chance to even negotiate with them.
In my opinion, NDA's are more useful when they are used to protect a "technology" rather than a "product".
:-P