Google recently published a FAQ on Structured Data in the webmaster section of its support.
I would imagine "we" all know how to create structured data, but, clearly, there's many that don't.
Additionally, i'm sure we all know that by providing structured data it is more likely to appear as rich results in google's SERPs. Of course, if you're competitors are doing it, you ought to be considering it for your own sites.
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webmasters.googleblog.com...]
