Free as in Marketable?

An anonymous reader asks: "I work in IT at a research university. A few of my co-workers and I are in the process of planning a piece of software that we would like to release to the public under the GPL license, but we're running into issues with our "intellectual property" office which thinks we have a potentially marketable product. We would rather give the product away for free and see our university get some credit for the product. How have others dealt with this problem? It's a shame that money is more important to a research school than sharing research with others."