Joi Ito had a major article published by McKinsey & Co in their journal What Matters. The article is titled Creative Commons: Enabling the next level of innovation and the punchline is pretty powerful:
TCP/IP and the Web are successful because they are based on open standards shepherded by nonprofit organizations that allow input from a wide variety of stakeholders. Similarly, Creative Commons is a nonprofit organization with thousands of volunteers in over 80 countries working to develop standards for content sharing and helping organizations to adopt these standards. Having 100 Internets or 100 World Wide Webs governed by incompatible standards would suffocate the network effects that we enjoy on our one interoperable Web. Having a single set of copyright licenses and a single metadata format is key to creating the network effect of interoperability at the collaboration level.
In the early days, those of us who were proponents of TCP/IP had to argue with regulators, lawyers, and technologists who, for a variety of reasons, did not support the standard. Creative Commons still has critics who do not yet understand the benefits of the network effects and collaboration that it enables. Like each new layer of the Internet stack, Creative Commons will soon become, in hindsight, an obviously necessary ingredient for collaboration, enabling yet-to-be-imagined innovations that will have a dramatically positive effect on business, society, and the environment.
So if you are licensing creative content, get with the program and find the Creative Commons license that maximizes the functional, interoperable, useful value of your creativity.