My company, E-Spec has been using Adobe XMP metadata for over 8 years now. I began following Digital Asset Management (DAM) groups when I joined LinkedIn a few years ago. I continue to be amazed at how perception of the same technology can vary based on your background. The DAM view seems to be that metadata is primarily a tool for retrieval of assets (in most cases images) with a historical tilt towards an archive solution. E-Spec views metadata as a means for system integration and reducing redundant data entry in the business process. I would like to solicit some discussion -- how can these different views can work together to create more robust DAM and integration solutions.