All I see is a relentless race to show who's smarter... yet most stupid at the same time.
Instead of bringing yet another incompatible format, showing how stupid they are, why don't these
ungeneers work enhancing an already universal format aka MMC or even SD (transfer speed-wise, capacity-wise, etc.).
There are many millions of MMC and SD cards out there.
YOU ALL probably own a few of these cards.
What will you do with them IF any of those non standards win?
Are you willing to throw out the window hundreds of $ worth of perfectly working cards?
Obviously enough they won't fit any new device that would integrate such tiny slots!!
It doesn't much matter if you can use these tiny cards in a current device with an adapter, I perfectly understand you can!!
However NONE of your current cards will fit any device using such tiny slot.
Just think about this:
I just went yesterday to the International Geneva Motor Show; I have a CF card fitted Nikon prosumer digicam and a couple CF cards. I also carry everywhere a breast shirt pocket sized Kyocera Finecam; it uses SD cards. When my more capable Nikon ran out of memory, I had to shoot with the less powerful (especially focus-wise and flash-wise) Finecam. I would have had to buy a very expensive SD 2 CF adapter (I eventually will have to), one that's as small as a standard CF card (for it to fit entirely into the Nikon, since it has a door that fully closes). You can find almost everywhere cheap SD 2 CF adapters but they are longer than a regular CF card, plus the SD card sticks out. Panasonic makes tiny CF adapters that completely "eats" the SD Card all the which is a regual CF card size.
Anyway that means a) a "universal" 242-in-1 card reader would be cumbersome (i.e. not very pocketable), b) worst: would NOT be enough because you need to use your cards NOT ONLY with a PC. c) that would imply having to mess with many cross format adapters so you can use card A in a B slot or a C slot, a D slot, etc. AND VICE-VERSA (resulting in an exponential number of adaptors), d) if you forget or loose any of them you're toast. e) the more you have to mess with many adapters, thoe more chances you'll loose or forget them.
Now you also have to explain us why in the world you think YOU "know that a new format is required that is physically smaller than SD."? :roll:
SD is small enough for anything but watch sized electronics, but I don't want to wear 10 watches to 1) hear MP3 songs, 2) take pix (and Casio digicam watches only do 0.032 MPix images :silly

4) phone, 5) TV, 6) MM player, 7) etc.
I can see a big advantage going from the 12.5 ccm needed for a CF card, rails and connectors down to 2.5 ccm for the same in the SD format. BUT obviously if you saved 10 ccm from CF to SD, you only gain no more than 1 to 1.5 ccm going anywhere smaller 8O.
Today's cell phones average 100 ccm, PDAs are even quite bigger; so it's easy to see that further gains are negligeable, YET LOSSES WITH NON STANDARD FORMATS ARE HUGE!!!