In 2013 the Danish Government freed most of the basic data in Denmark under the "Basic Data Program"-program. My talk will go through the effects we have experienced so far; The release of data has not only changed what we can do for both private and public sector clients, it has also changed how we do it. As data is now free, we do not have to wait for public sector clients to approach us with ideas - we can now approach all types of clients with products and proposals of our own. An apparently tiny thing as being able to product develop on our own, has turned the business model upside down in many instances. Although you cannot sell a free beer, you can sell the knowledge of how to open the free beer, or a ready-to-use bottle opener, and possibly some consulting on how you can get to enjoy the free beer the most. The wider use of data has also meant that public servants have had to adapt; to face fear of errors and ever more demanding "customers." It is important to acknowledge that opening data up has consequences that public servants need to face. (Hans) Gregers Petersen (Septima)