Even the best content has limited value if you can't find it.
Between two-thirds and three-quarters of all faculty classify themselves as unaware on OER. This shows clearly that one of the most important threasholds we need to cross is one of simple awareness.
This is the first time we will see a strong business value behind open source as the open content becomes part of the sales funnel. OER can be a great way to quickly gain market awareness, and, as we will see, to build a strong user community.