[Tech] Is data metadata or is metadata data?

Interesting account in the journal of hyperlinked organization about the fact that all data is metadata (contents are label).

There used to be a difference between data and metadata. Data was the suitcase and metadata was the name tag on it. Data was the folder and metadata was its label. Data was the contents of the book and metadata was the Dewey Decimal number on its spine. But, in the Third Age of Order (see the previous issue), everything is becoming metadata.