This is an interesting fairy tale about one aspect of data goverence. Have a look at http://youtube.com/watch?v=TbzQvswrOTw
I think that data quality is a dragon we need to tame and bring into the service of our organizations. I think the knights in his battle are the Data Stewards which I will write more about in subsequent blogs.
To give you a clue, the data stewards actually exist in your organizations and are not properly recognized.