This document discusses the potential for digital data in archaeology beyond just preserving existing practices. It outlines some visions, including optimizing current practices versus using data as an opportunity for new research methods and communication. Open Context is presented as taking the latter approach through open data sharing, linked data practices, and collaboration across projects. However, challenges to wider data sharing are also discussed, such as a lack of professional incentives and constraints of current academic evaluation systems. The document argues for treating data as an object of continued intellectual investment and innovation in order to fully realize its potential.