In our business (which can be characterized by altruistic words such as free, open, access, and education for all) we often argue that people should just give it up (the content they authored) for online access. That works for us, and makes sense in the academic world, but maybe it doesn't make sense every where else.
The writer's guild in Hollywood is on strike. They are fighting to have Viacom (for example) ante up for content they write that gets distributed online. Viacom (for example) gets millions