Actually it's a sign of the way things are going! There are lots of people in "digital engagement" jobs who are themselves quite signed up to the idea of open knowledge, aided by bodies like JISC and Europeana which insist on / encourage various levels of openness. 

So often I think we end up talking to people whose institutions are cautious about losing the NC bit of CC-BY-NC, and we can help them win their internal arguments within those institutions by proving that if they release material on CC-BY-SA there will be high-impact uses of it...

Chris