Storage vendors should support the rapid adoption of technologies like data deduplication and thin provisioning by making best practice education a top priority. Rather than simply touting the death of tape (in the case of de-dupe) or thin provisioning everywhere, leading suppliers need to educate users on where the technologies fit, where they don't, what caveats exist and how to work around them. This approach will provide a much stronger foundation for emerging technologies and reduce backlash downstream.