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Ultimately, the problem represents an opportunity for Internet companies. "In the end, whoever moves first to be truly open will have the advantage," Saad said. J. Trent Adams, founder and chief innovator at Matchmine, another vendor pushing for data portability, concurs. A stealthy startup could develop a clever application or service built on data portability standards and force other vendors to respond. "All of a sudden, it's the right idea, and the big boys will have to react," Adams said. In other words, Internet companies who insist on locking up their users' data to protect their businesses might soon find themselves instead stuck in the mud.