There are two versions of the we-write. You're thinking of the partner one where you find a partner and write for a set time.
I might add that kind back in soon, but for now it's the simpler one where everyone just writes the endings. It's still a collaboration, just everyone shares the same beginning. As for the time limit it's all self-imposed. Five minutes is fine, but some people like to write longer endings.
RE: We-Write #7: The Customer