In Linz, Austria at the Ars Electronica festival, elian and I chatted with the woman who is spearheading this initiative. They are interested in free licenses, but have certain difficulties within their organization in terms of needing assurance that it benefits the people they are legally obliged to benefit (UK taxpayers), and they have some concerns about their competitive position, I gather, thus the non-commercial restriction.
I view it as an amazing positive first step, and get the feeling from nearly everyone that Angela and I met at the BBC in London that they are spiritually all for it, it's just a matter of big organizations moving very slowly and cautiously.
--Jimbo