So, I definitely agree, SOII is the way of the future for the storage industry, looking at Amazon S3 strategy is actually enlightening.

This actually strongly highlights the need for standards in that space. But, then imagine the possibilities: based on the value of their information, customers could either leverage an Amazon S3 services or internal storage for key business records. This also means that application providers need to anticipate such need and layer their product architecture accordingly.
This is starting to happen, Koral, a startup in the content management space is built from the ground up to support storage as a web service and has done a reference implementation using Amazon S3. It will take a while for this type of technology to be adopted in the enterprise, but given the profound impact it will have on established players' product architecture, this clearly has the potential to be a disruptive innovation.
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