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Surprise-to make more money! After the initial burst of discussion about Google putting their toe into the standardized metadata water, I started wondering about the corner of the pool they had chosen. They're not ready to start parsing any old RDFa; they'll be looking for RDFa that uses the vocabulary they somewhat hastily defined for the purpose. Why does the vocabulary define the properties that it defines? It will be interesting to see how the big hustling SEO world adapts to this. In the words of Drupal project lead Dries Buytaert, Structured data is the new search engine optimization. When he writes "Every webmaster wanting to improve click-through rates, reduce bounce rates, and improve conversation rates, can no longer ignore RDFa or Microformats", it reminds me that when the SEO world eventually gravitates more in the RDFa direction or the microformats direction, these very quantitative, results-driven people will have some real data to explain why. I'll have to start searching their voluminous discussions out there to see what people are saying.