Any company that takes content off the web and puts it in a private silo is playing on its own team. There are lots of companies doing this, so there are lots of teams. I'm on the team that puts all the content on the web. That means that every bit can have an address. That means it can all be plugged into other applications. So our work multiplies. The value of ideas deposited on the web is much greater than ideas that are trapped in a silo. There are lots of people, companies, universities, libraries, open source projects and governments in "web team" space. It may seem naive for any single company to throw its lot in with us, but when you see the full picture, you see it's actually the other way around. What we create together can be much much bigger than anything a single company can do.
PS: Little Outliner is on the web team too. ;-)