Granting agencies have to reward more data generators. It seems all the glory goes to the people who use the data to publish (who in many cases don't credit the data generators properly).

In my field, proteomics, sharing data is not only more work for the researcher but it also gives advantage to a competitor who might get it out before you and will get the next grant in the field instead of you.

I don't think evangelization will work. Granting agencies should start looking into something esle that is not publications per se.

For example, nobody cares about making programs maintainable or fast because you get the same kind of publication with a crappy program than with a good one, as long as both have the same function.