Make money some other way.
I'm often trying to convince faculty that opening up their course is a good thing. I even tried to convince my publisher (I love my publisher) to let me license my book under Creative Commons, effectively 'giving it away'. Why? What good can possibly come from giving away your product?
Well, you can always make money some other way. There is an interesting article over on CNN that talks about an airline that is planning on making money by letting people fly for free.
In the information age we shouldn't try to round up, capture, monopolize, and control information. We should set it free, and then find new ways to make money. There are ways to do it. It might be hard. But giving folks access to information is always a good thing.