[still going through notes from O'Reilly TOC...]
Computers process data, but we are not yet at the time where data is semantic and they understand it. There are some tools to work towards this with web data, but because they help the computers more directly than the humans we don't see the value. Truth is if enough sites were semantic then search results could be better and we would see a human benefit to helping the computers. In the end it benefits us to change the human readable form of the web to a computer readable form.
RSS, XML, and mash ups are only steps towards a semantic internet. We can not yet pivot table all of the data. For instance it is not trivial to pull a trip site into your favorite rental car site.
Rich content is thought of as having no structure, but in fact it has a deep complex structure.
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