Semantic Thoughts...

Since I research in the world of the semantic web including using ontologies to structure and understand data, I think about the utility and use (way too much for a normal person). The question I have is....why have ontologies not been adopted in the same way as XML? XML is a simplistic markup language while ontologies have the power of description and relationship definition. The increased capability of ontology benefits future applications for an increased understanding and sharing knowledge (as opposed to data) across domains, however XML is still dominate. Is this because XML is easy and ontologies take more time to setup or because there is no 'champion' for ontologies? The future to me is in ontologies, but it seems to take a large wave of techies or a major company to promote before a technology is implemented. I also believe most techies as well as our generation as a whole focus more on ease of here and now and do not invest in more difficult tasks that will be beneficial in the future. What is up with ontology acceptance?