That's a really important question.

It should be possible to cross-file de-dup more than just images.

One important test to watch will be Ocarina's market success, or lack thereof.

EDIT: also, because of the growth of proprietary data stores in the cloud it becomes more and more lucrative to leverage this tech even if it's not a standard. E.g. if you were Amazon S3 compressing redundancies, you use JPEG on your interfaces but use a non-standardized algorithm on your backend.