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The plan is to release all sorts of data held by private businesses back to consumers - but the challenge is going to be explaining to the public just why this is so exciting.
BBC: Midata: Will the public share government's enthusiasm?
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Oh, my goodness, this is so exciting.
WHITEHOUSE: The White House
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She said finds of Viking silver were "extremely rare in this area, so this is very exciting".
BBC: Silverdale silver Viking hoard declared treasure
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So this is where it gets exciting.
FORBES: Bonobos on Letting Happy Customers Build Your Brand
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So what is driving this exciting new cocktail scene?
BBC: Cocktailing in the Argentine capital
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So now we have this rebirth going on, and it is very exciting, and there are over 600 companies already vying for this.
FORBES: A Look at Tomorrow's Top Industry
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"This is an exciting technology, and has been an important highlight of our certification roadmap for some time, so we are delighted to take this step, " said Wi-Fi Alliance president and CEO Edgar Figueroa.
ENGADGET: WiFi and WiGig Alliances become one, work to promote 60GHz wireless
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And so, while this column should be a celebration of the success of an exciting new industry, it is instead a cautionary tale.
FORBES: Sales Pressure Cloud Hype
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"This is an exciting move for me and I am delighted to be joining a top club like Hull and one with so much ambition as well as history, " said Crocker.
BBC: Hull FC sign Aussie star Crocker