That's an interesting suggestion and an interesting distinction -- thank you.
I agree that any and all license restrictions stifle innovation / building on each other's work. I also think it would be nice to limit the application of "open source" so that in a perfect world, you don't get the kudos if you don't encourage the innovation.
On the other hand, the literal meaning of open source is pretty clear: that the source code is available for you to view, tinker with and re-compile. Which with OpenDesk is, I hope, the case -- despite the NC license restriction.
Aside: `license the brand` vs `license the design` reminds me a touch of the What colour are your bits article re-posted yesterday http://ansuz.sooke.bc.ca/entry/23 A name is just a tag that can easily be snapped off...