I think the incentive of the big silos is to gather #data. By now, most users know that those big silos are bad for them. I think the new l#ie could be a la: "Here, we give you the software for free, under your own control (<ADD-some-fineprint-here-to-assure-big-silos-still-can-get-some-data>), and then some of the masses go on missionizing their friends, families for them...