I'm talking about rights as well. Check out http://wordpress.org/about/philosophy/
WordPress is licensed under the General Public License (GPLv2 or later) which provides four core freedoms, consider this as the WordPress "bill of rights":
The freedom to run the program, for any purpose.
The freedom to study how the program works, and change it to make it do what you wish.
The freedom to redistribute.
The freedom to distribute copies of your modified versions to others.
Part of those licensing requirements include licensing derivative works or things that link core WordPress functions (like themes, plugins, etc.) under the GPL as well, thereby passing on the freedom of use for these works as well.
Obviously there are those who will try to get around these ideals and restrict the freedom of their users by trying to find loopholes or somehow circumvent the intention of the WordPress licensing, which is to ensure freedom of use. We believe that the community as a whole will reward those who focus on supporting these licensing freedoms instead of trying to avoid them.
The most responsible use of WordPress community resources would therefore be put to best use by emphasizing high quality contributions that embrace the freedoms provided by the GPL
As for CC vs GPL, they're not exactly compatible, but we;re talking about different things. See GPL applies ONLY to the code. CC applies to your content. The two are separate entities, legally, and you always retain 100% legal rights to what you write.
Otherwise there would be no reason to sell anything (digital) anymore.
Personally? I don't think we should be selling software like we do physical items (like a TV), but instead sell the service.