content: That's what his latest project is about, if I understand it correctly. You store data in "pods" or local blobs and any web service you access will request access to parts of this blob which you can then allow or deny. It's a natural consequence of the website as a service rather than a document. You can access, say, a gallery website and it uses images you have stored locally for the content that it shows you, exactly what already happens when you link accounts between services. The difference is that there is no longer a need to migrate data between sites as needed because it's already locally stored; you're just shopping around for interfaces to the data.