Assign software, data, and figures a permissive open source license

[gwaybio]

Open source licenses are required for others (developers and end-users) to rapidly build upon and improve current research.

However, open source licenses come in many different flavors. Dual-licensing is possible too.

Make sure to consider how the license will require your work to be attributed but also how it will restrict others in using your research.

[allaway]

My gut reaction is to always opt for the most permissive license. But what are the cons of a permissive license?

Related to that, why do people pick licenses such as CC-BY-NC? What's the rationale?
If a company makes a better (or worse) commercial fork of software, what does the original developer lose?
If a company develops a drug based on data and commercializes it? Who loses? Certainly not the patients, because they end up with one more therapeutic option.

This is something that might be worth exploring - why people pick these more restrictive licenses and how we can incentivize permissive licensing?