I'm ambivalent. Creative Commons does good stuff - and mainly, it allows people to distribute resources for free using the distasteful but necessary mechanism of a content license (my own preference would be to make open the default, such that licenses are necessary only for commercial content - but I digress). But I think that as it gets into the business of selling stuff, it becomes more and more like a business (which has been, I believe, Lessig's intent all along). And I am even more ambivalent about branded identities. The article makes it sound like a good thing. "Creative Commons is redistributing the brand equity and social capital their members have accrued over the last several years by letting people show and verify their affiliation to the organization." I don't think so.