Will Mashups Grow Up In PLM?

Short prompt to think about before Holiday break. Mashups. First coming to us with the world of Web 2.0 and dynamic web site content, mashup becomes an interesting function in many web applications. I think mashups are still very tiny business industry, but this technology was very successful in my view for some of applications like Google Map and not only.

Here is Wikipedia definition of Mashup:
In web development, a mashup is a web page or application that combines data or functionality from two or more external sources to create a new service. The term mashup implies easy, fast integration, frequently using open APIs and data sources to produce results that were not the original reason for producing the raw source data. An example of a mashup is the use of cartographic data to add location information to real estate data, thereby creating a new and distinct web API that was not originally provided by either source.

You can find some interesting ideas related to Enterprise Mashups and development around that in the recently created Open Mashup Alliance. Take a look on the following white paper:

So, my question today is as following. How do you see Mashup advantages in building of product data services and improvement of PLM applications? In my view, the technological foundation of mashups can be an interesting choice when moving PLM application to become more open and available in the way of online services.

Just my thoughts.
Oleg