"The example used most-often is the sharing of identities between an airline and a rental-car web site. According to all I've read, the first time I use that federated link, I've got to log into the second site anyway, so what's the advantage through that point in time? None. Furthermore, how important is it to me that United and Avis have this link on an on-going basis? I may have an allegiance to United based on frequent flier miles, but I'm not as loyal to any rental-car company. The second time I click from United to Avis, does it matter to me that I don't have to log in? If I truly care about this (in)convenience, I'm more likely to be using an integrated travel site like Travelocity or Expedia." [Web Services Strategies]

Open standards are necessary, but are not an end in themselves. Value of federated identity still needs to be confirmed in real-world applications and as Doug points out success will not be automatic.

10:11:19 PM