The main hurdle I experience on a daily basis is not the perception of value but the fact that being free creates mindshare battles that work against distribute

The main hurdle I experience on a daily basis is not the perception of value but the fact that being free creates mindshare battles that work against distributed collaboration and contribution. It is MUCH more difficult to organize collaboration around content that can be freely replicated. Why? Users tend to migrate towards interfaces that focus on content presentation rather than those which focus on getting stuff done. This works in favour of WYSIWYG style projects like Wikipedia but works against OSS-driven web services. One solution would be for major search engines like Google to skew rankings based on the presence or absense of generic AdSense-style advertising. This is unlikely to happen as long as search functionality is tightly knitted to ad networks.