[jeromec]

I think that's shortsighted thinking. This is about improving the user's search experience. If that happens I think everyone wins.

Most mainstream users are not tech savvy. Imagine a traveling person arrives in a city and spontaneously decides to see a movie. They enter the search 'good movie playing in nowheresville'. As it stands now their query will likely be matched by the keywords 'movie', 'playing', and 'nowheresville'. The returned results might include a news article about local theatres, with no actual focus on reviews. The searcher might get frustrated and just decide to rent a movie instead. However, with schemas in wide use search engines will know exactly what web sites are talking about movies and whether it's in the context of reviews. The searcher can then be passed on to the relevant site.

In other words, do you think it's better to tell search engines this is sort of what I have or this is exactly what I have?

[famfamfam]

Information in specific types — including reviews — exposed using microformats, RDFa or microdata has already been used by Google for over 2 years, they call it "Rich Snippets", and it does improve the quality of experience for users, assuming that you equate an increase in clickthroughs to mean that the user percieves that page to be more useful compared to other SERPs results (and anecdotally I always go for results which include rich snippet information gleaned from pages with the required semantic enhancements).

This announcement is not the proposal of a new technique, but rather the extension of one which is already working and is a good thing for the web.