> businesses didn't see an advantage in doing so. this is the problem, but it's magnified by the fact that you put responsibility in the hand of content makers

> businesses didn't see an advantage in doing so. this is the problem, but it's magnified by the fact that you put responsibility in the hand of content makers and web developers, of course they are not interested in this. If you reframe this around making inteligent systems talk to eachother, separated from the web stuff, then the incentive is clearer to whoever has it, those who want to make themselves visible to mash-up services, aggregators, e-commerce, booking systems and what not