[jeroen]

Indeed he doesn't mention it, but this gives me the impression that he does _get_ it:

"Clever entrepreneurs and even established companies can profit from this volunteerism--but only if they don't get too greedy. The key, Benkler says, is 'managing the marriage of money and nonmoney without making nonmoney feel like a sucker.'"

When IBM invests in OSS the above is exactly what they're doing: giving back part of their profit to keep everybody happy.