@jonobacon,in the show you mentioned you went to the Creative Commons in SF and they were not interested in promoting CC content.
I think this is the key here: there should be some kind of website referencing good Creative Commons content… Truth is there are probably websites about this, but I don’t know any of them.
Jamendo is a great site for CC music, but as you said, it’s sometimes quite hard to find really good (i.e. “profesionnal quality”-like) music.
Projects like the Open Goldberg Variations show that CC can be used to produce great content.
Other great things are on the way, such as the Open Well Tempered Clavier or the Chopin Project.
To me CC play an extremely important role of making classical music (I mean music that fell into public domain a long time ago) available in high quality to everyone.