How do you determine what commercial value something has? Apparently not by whether it costs money or not. The map is offered for free, without ads. Postcards are usually for pay.
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They don't say anything about how to determine the value. In general, it seems to me that this decision will create a lot of uncertainty about what is copyrighted and what is free.
They do say that the test is whether someone _could_ sell it for money, so the fact that in this case Wikimedia is a non-profit and does it for free does not affect the outcome.