To sum it up: it depends on your business model, and how you intend on using the OSM stuff, so we need more data to give you a better idea.
As far as source code goes, you only need to release your source if you use and modify the actual OSM rendering engine source code. Your code used to display maps (rails, django, php code whatever) is your own and won't be "compromised" by using software licensed in even a restrictive open source licensing scheme.
An example using my site: I plan on using OSM for parts of ridewithgps - I will make money by selling accounts that have special features shown on an OSM map. So, that person can print or redistribute the maps according to the Creative Commons, but I won't lose "value" because features my business model relies on revolve around performance analysis of their own data, not displaying something on the map.
If your business model is making topographical trail maps and selling them, using OSM data, then you will may have a barrier to success: anyone can print out the map and distribute it freely or for money, regardless of whether it was made through your site or not.