So anything released today is of necessity in it for the long haul. That said, maybe releasing a spec today from one player isn't the way to go. Google should be talking with Microsoft, Apple, and their hardware partners to look at next-generation technology they can put out, unencumbered by any patents and figure out a 3-year timetable after which they will have the format ready for use in cameras and phones. At the hardware level where the data is encoded off the CCD. Partnering with Flickr, Facebook, etc. they could make sure that these phones and cameras with next-gen encoders work out of the box, on the web.