You're right, there are some trends in the right direction, which is terrific. But these are early. By and large scientists only get credit for publishing papers, which means they aren't taking advantage of the full interactive power of the web.
It's rare for scientists to share things like data sets, or other things like a video of a certain physical process that is going on. Most graphs or tables in scientific papers are non-interactive: you can't change the x and y axes, or other properties of the graph, as you can with graphs in Google Analytics, or generally data that is displayed for native web consumption. Similarly the code that scientists use to run on their data sets, which generates conclusions that end up in their papers, doesn't get shared.
I think the key to opening up richer sharing is to provide credit metrics that incentivize this kind of activity. When scientists can get credit for sharing data-sets, code, videos, and a wider array of rich media, they will start sharing more, and taking greater advantage of the rich media power of the web.
It's rare for scientists to share things like data sets, or other things like a video of a certain physical process that is going on. Most graphs or tables in scientific papers are non-interactive: you can't change the x and y axes, or other properties of the graph, as you can with graphs in Google Analytics, or generally data that is displayed for native web consumption. Similarly the code that scientists use to run on their data sets, which generates conclusions that end up in their papers, doesn't get shared.
I think the key to opening up richer sharing is to provide credit metrics that incentivize this kind of activity. When scientists can get credit for sharing data-sets, code, videos, and a wider array of rich media, they will start sharing more, and taking greater advantage of the rich media power of the web.