Fifteen or so years into the evolution of the web, we already have many of the key ideas and technologies in place to start describing and sharing personal preference information - or what we might colloquially call "taste" - in order to personalize web experiences. So, why haven't we yet seen widespread adoption of web personalization? Mostly because user expectations and online business models haven't yet evolved to the point that user-controlled, ‘open taste’ sharing is a viable option. However, the dataportability.org initiative suggests that we may have reached a turning point.