This is a sign of the growing backlash against use of the CC-by license, and may well spur additional backlash. The authors have set up a commercial website that sells coffee mugs with CC-by photos of other people's infants and children on them. "Initially, the recipients who saw those pictures were all users of Flickr — family members, friends, or maybe other amateur photographers. But by shifting the flow of information to a commercial platform, the recipients are now anyone who might be interested in buying a mug that has a picture of a kid on it. What has changed is the social context, and this is why it feels uncomfortable." Adding the 'NC' clause to your license makes such reuse illegal.
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