Copyrighted sites using CC Share-alike Photography

• Attribution. You must attribute the work in the manner specified by the author or licensor (but not in any way that suggests that they endorse you or your use of the work).

• Share Alike. If you alter, transform, or build upon this work, you may distribute the resulting work only under the same or similar license to this one.
  

A lot of sites use my photography, and a fair number of them get the attribution aspect correct.  However, there's a lack of understanding -- either on my part or theirs -- about what it means to share alike.  For example, if a site like Go Card uses one of my photos and then puts their site under copyright, what does that mean? It doesn't seem in keeping of the CC spirit.

I've been reading the CC FAQ, but I can't really make sense of inheritance of copyright.  If my photo that's CC-Share-Alike shows up on a site that's under copyright, does it mean that the site's copyright applies to my photography?

This is bugging me.  I would appreciate clarification because that's what you need in a license, right?  Clarity.

UPDATE: See what a little complaining can get you?

Text © 2008 Go Oahu Card. Unless otherwise noted, photos were acquired from Flickr.com. Please refer to the photographer's Creative Commons terms for copyright information.

From this page.

Unfortunately, this means I will have to complain to every site to get this sort of results.  I suspect that they won't be as gracious or responsive as Go Card was.  Thanks guys!