Putting data on the page

I was interested to see the article "Predicting new molecular targets for known drugs" in this weeks Nature. It is a good advertisement not only for "open data", but also on how additional functionality could be added to journal articles in the future. The idea that drugs can be "magic bullets", with incredible specificity in search out a unique target turns out not to be a biologically achievable goal. Chemicals inevitably interact with a variety of targets, producing desired, undesired and unexpected effects. Some of this information is buried in the literature, much has been mined and assembled into curated public and proprietary databases. There is much to be gained by linking this information and visualizing it as a network of interactions. There are some examples in the article, and there are companies such as Ingenuity and GeneGo who do this on a commercial basis, and also develop sophisticated viewing software. Others such as Symyx and Thomson Reuters Prous simply market the data. But wouldn't it be better if the abstraction and visualization of this type of information was an integral part of the publishing process?