It seems like it has the potential to serve just about everyone but the site hosting the data.

For example, recipe sites are overwhelmed with pages and pages of generally poorly written and uninteresting background information designed to make you see as many ads as possible. However, many recipe sites added metadata with complete recipe contents, free of fluff. Sure, Google uses that to read off recipes from the Home, but there's also a python module that does the same and could be linked into a custom recipe book.

In these cases, everyone but the content producer is better off for not having to wade through junk content to find what you're looking for.