[basseq]

#1 - You're talking adjacency (moving up the value chain), which might not be a bad idea, but is the incremental value worth it? It might be: I don't know. But I know that it implies a level of sophistication and focus that may not be present.

#2 - I don't know if there's a distinction there. Either the value is lower (because the data doesn't include anyone outside the association) or dollars just flow in a different way (e.g., increased association dues for increased "free" services vs. fee-for-service).