According to this report, "The publishing giant Elsevier and University College London said on Wednesday morning that they were joining to create a Big Data Institute 'to explore innovative ways to apply new technologies and analytics to scholarly content and data.'" So a question for open data advocated - how do you want to license open data, given this? Open allowing commercial use? Then Elsevier can use its data and your data to do comprehensive analytics, which it charges more for, while it denies access to open data analytics providers, who can use only open data sources for their analytics. Or do you use a non-commercial license, and level the playing field?