eWeek reports skeptically on FISH (Flash Internal Semiconductor Hard-drive), a proposed flash memory format based on the USB standard. FISH cards (rumored to be nicknamed "FISH sticks") will be USB flash drives, somewhat like removable USB drives such as the Lexar JumpDrives but made much smaller so that they can be used inside devices like digital cameras and cell phones. In theory, a FISH stick could be removed from a digital camera and plugged directly into a computer's USB port, eliminating the need for card readers.

An organization called the Universal Transportable Memory Association promotes FISH at this web site.