Several new, data-oriented internetworking architectures have been proposed recently. However, the practical deployability of such designs is an open question. In this paper, we consider data-oriented network designs in the light of the policy and incentive structures of the present internetworking economy. A main observation of our work is that none of the present proposals is both policy-compliant and incentivecompatible with the current internetworking market, which makes their deployment very challenging if not impossible. This difficulty stems from the unfounded implicit assumption that data-oriented routing policies directly reflect the underlying packet-level inter-domain policies. We find that to enable the more effective network utilization promised by data-oriented networking, essential caching incentives need to exist, and that data-oriented peering needs be considered separately from peering for packet forwarding.