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According to a story yesterday on CNET it seems that we will have yet another flash memory format after February 5th, from the Universal Transportable Memory Association (UTMA). The UTMA is a consortium of unnamed consumer electronics manufactures. The cards will be smaller than Secure Digital (SD) cards, and initially be available in 1GB format with capacity increasing over time. From the URL of the web site it may be called "Fish Memory".
A bit of investigitive jounalism, they guessed some URL's from the web site (this "hole" has now been closed), from the Inquirer has discovered that this is nothing more than a USB 2.0 stick that will be availible in two versions, a Fish and a BabyFish, and claims capacities of up to 16 Gigabytes, when flash chips are available.