Today an article that I wrote was published on Nòva24, a weekly supplement to “Il Sole 24 ore”, a major Italian newspaper. You can read it online at ilsole24ore.com. Despite its title, the article deals with the challenges that society is posing to the cultural heritage sector, and why technology matters to the debate. I advocate an approach made of openness towards the public as a means to give value to archaeology. This is obviously the approach of the IOSA project, that has now entered its seventh year and encompasses a wide range of topics, from free software to open formats and standards for digital storage, and open data. Thanks to Raimondo Iemma who kindly asked me to write this article.