Will MOOC’s Impact Association Educational Offerings?

As I read a news story about 300,000 people enrolling in an environmental course, I wonder how exposure to massive open online courses will impact educational offerings of associations and professional societies.

Here’s the news item:
Ohio State Offers Public Online Environmental Science Course

• Nearly 300,000 students -- from the U.S., China, Canada and other countries, enough to fill Ohio Stadium three times over -- have accessed a massive open online course, or MOOC, on environmental science offered by Ohio State University’s College of Food, Agricultural, and Environmental Sciences. 
• “I wanted to be able to teach environmental science to a worldwide audience,” said the course’s creator and teacher, Brian Lower, assistant professor in the college’s School of Environment and Natural Resources. “I don’t believe education should be exclusive to those individuals who can afford it, and iTunes U offers a great way to provide free world-class educational content to anyone, anywhere, anytime.”

As younger professionals experience this type of online learning, won’t they assume that their associations and professional societies will offer classes and courses with similar technology?

And what will this mean to associations generating non-dues revenue from such educational classes?

Should you be pursuing your own version of MOOC courses? Will this allow your association to provide a value service and thus create more potential members?

What are you doing or considering as the MOOC movement expands?