How will mashups evolve?

Betamax 2.0: Future of mashups:

"Unlike traditional integration, the suppliers of the source data that's mashed up are often not involved in the project, and may never have designed their data to be used in that way. This will create problems as systems do not automatically collaborate with each other."

An introspective look at issues that business mashups will increasingly face; for e.g. lack of single standard, near-impossibility of being able to achieve uniform semantic meanings for the data and other issues such as data quality, reliabilities of data sources and so on.

The problem is of governance doesn't exist when you consider public data sources such as Google maps or credit ratings.  Within an enterprise, this is akin to SOA standardization and governance, but you now have new variable that the data sources should be acceptably integrated with Mashup solution chosen by enterprise. IT departments can standardize the solutions while still allowing managers to dynamically create and manage their business processes or create situational mashups.

However, a more realistic assumption should be that users will select their own platforms (like they selected their own wiki systems). So the issue of how datasources can publish their schemas and services in standardized manner will become all the more important. ATOM is clearly a likely winner for transport. And hopefully, more generic schema management tools should be integrated.   Business mashup solutions will likely evolve to intelligently meet these type of needs.