Eric Hellman is a bit sceptical of the new initiative. "On June 2, our Metadata Overlords spoke. They told us that they'll only listen when we tell them things using a specialized vocabulary they've now given us at the schema.org website. Although we can still use our stone tablets if that's what we're using now, we're expected to migrate to a new Microdata Thingy, assuming that we really want them to pay attention to our website metadata supplications." Well, yeah, it's a bit high-handed. On the other hand, we've been needing embedded metadata forever now. Microformats didn't catch on, RDFa had a niche following - maybe this will turn the tables. If this gives us a widespread implementation of an open graph, then there is plenty of goodness there. On the other hand, do read the notes below the video.