the not so secret ingredients

Recently, with the bigger buzz of open-source and intellectual property laws, much of corporate marketing seems to be playing defense. As consumers and the like increase their bargaining power, many firms have continued to restrict access to protect their marketshare.This link
http://www.collaboratemarketing.com/modernmarketing/2007/02/free_beer_open_.html
provides an article highlighting two beverage companies that reveal all their secret ingredients as well as some production methods. It will be interesting to see what reaction the consumer marketplace takes to the all-access beverages, and how competitors will react structurally and/or promotionally.