Standards are a great idea, but as always with this there's problems. It's disappointing that they're charging companies for the software kit *and* licensing - it would smell better as open-source. I've also noticed that A/W isn't in their list of partners, so the plugin they offer(is it free?) must have been done by them or associates because they couldn't convince A/W to cough up money and they're the biggest platform right now. Then of course, there's the biggest problem - acceptance by the community. This is the toughest challenge. Part of the problem of a (self described) “generic” file format is that you force the application developer to water down their packages capabilities when transferring your data. Nothing would be more applicable in this context as Houdini - you're going to be surrendering all the true procedural capabilities. I'm sure this is true, to varying extents, in all the packages.
I know I'm being ultra-negative here - sorry about that, but I need a coffee…
It's just that I've seen standards come and go - it's a stunningly difficult concept to sell because absolutely everyone has a “better” way to butter a bagel, and trying to force them to funnel their capabilities into a new format is an expensive proposition for them to implement, with a debatable return on investment. There are already methods out there that have been developed to transfer that are more tailored to the specifics of various packages. Even nowadays, all the major packages scramble and struggle when importing/exporting - you still see obj, dxf, IGES, tiff, rla, etc. being used the most - and how old are those formats? There's a reason - unlike MIDI for music, no-one is agreeing to sit down at a big table and come to an agreement. It will never happen, and something that costs them money *on top of* the cost to develop will only happen if there's enough demand - the old chicken and egg again.
After all that dissing and bitching - I'd *love* there to be a better, more accepted format that could encapsulate more than simply data, or simply animation - but I would prefer an opensource project that involved individuals at all the various 3d companies throwing monkey wrenchs at it - hammer it out and make it something that everyone could contribute to. I think it could be a real success story, but it needs an evangelist…
Cheers,
J.C.