DataService - The Buzz

I am not against SOA or DataService approach. But is DataService is answer to all Data integration challenges? Most of the articles I come across on dataservices, made it sound like, Dataservice will solve most of the Data integration and data delivery challenge. My concern is
1. Assumption made that data is good at different datastore. The only missing part in puzzle is exposing the data. This is not true.
2. With DataService, your challenge still remains to integrate your data.
3. Garbage in Garbage out. In theory you can apply in-stream business rule to clean the data. But then you have to apply the business rule for every query or you have to presist the clean data ( traditional ETL).
4. If for quick delivery, one expose the data using DataService ( without much data cleaning or standardization), what happens to the data TRUST.
5. Performance ( in case of Heterogeneous sources)

By adding DataService to the architecture, we are adding colorful sauce on existing old spaghetti? In long run, is it going to be more difficult to maintain architecture?