Is the tide turning?

I noticed this morning that Jstor has launched a Facebook widget -- to which I say -- Rock and Roll!  I am glad they are experimenting, but what I wish they would really do is totally embrace the Web and create open APIs for mashups etc.   Open APIs don't mean you lose control of your content -- they just make it easier for people who have the rights to benefit from it.  Let's hope this is the beginning of bigger and better things.