From the official website: > Schema.org is a collaborative, community activity with a mission to create, maintain, and promote schemas for structured data on

From the official website: > Schema.org is a collaborative, community activity with a mission to create, maintain, and promote schemas for structured data on the Internet, on web pages, in email messages, and beyond. > A shared vocabulary makes it easier for webmasters and developers to decide on a schema and get the maximum benefit for their efforts. It is in this spirit that the founders, together with the larger community have come together - to provide a shared collection of schemas. If this isn't an "organize all the information in the world" project, then Google and the other companies involved are branding it in a horribly dishonest way. In which case, they should be criticized for presenting a company-specific visitor retention strategy like it's some kind of altruistic gift to the world. Sites like Facebook and Twitter have their own 'lite' metadata schemas that they use to help identify and render links. Hardly anyone criticizes them over it, because they haven't registered a generic domain like 'schema.org' and presented their work like it's some kind of community-driven collaboration. They're upfront that it's just a simple API for their website.